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MILLION-CASE SELLERSjuLy 2011

THE DEFINITIVE RANKING OF THE WORLD’S BIGGEST SPIRITS BRANDS

Millionaires2011

Drinks international 3july 2011 Drinksint.com millionaires suPPlemenT

Contents5-6 market overview Assessment of the dynamics of the

global spirits market in 2010, by Euromonitor International

9-12 Full listing Nos.1-172: what’s where in spirits15-16 Chart toppers The world’s best performing spirits

brands in terms of volume19-20 Fastest growing India leads the charge and the big

four cognacs come bouncing back 22-25 Whiskies27-30 Vodka33 rum & Cachaça34 Cognac & Brandy35 soju & shochu37-38 other categories40-42 The major players

Focusing on the positivesA s the 2011 Drinks International Millionaires Club

list went to press, the financial authorities in Europe and beyond were still pedalling furiously to try to avoid the Greek economy going into

meltdown, and potentially taking the Eurozone with it. There’s a terrible irony that it should be Greece – one

of the original homes to many of the world’s richest, of the drachma/euro millionaire variety – that turns out to be perhaps the biggest casualty of the global credit crisis.

Yet at the same time, it’s clear that those fortunate or successful enough to live among the upper echelons of the world’s income groups have passed the last couple of ‘recession’ years feeling little, if any, effect.

Certainly if the global distilled spirits sector is taken as an indication of the health of the global economy as a whole, then it’s fair to say that 2010 saw something of a recovery, with some categories – notably cognac and scotch whisky – showing largely positive growth figures, and brands in the developing markets forging ahead at pace. Indeed only five of the top 20 brands in this year’s Millionaires listing failed

to achieve positive growth in 2010 sales volumes, and of those only two slipped back by more than 0.5%.

Green shoots of recovery? Let’s hope so, but at this stage it’s anyone’s guess.

David Longfield Supplement Editor

Contents

Supplement Editor David [email protected]

Managing Editor Christian Davis+44 (0)1293 [email protected]

Production Editor Jaq Bayles+44 (0)1293 [email protected]

Commercial Director Justin Smith+44 (0)1293 [email protected]

Senior Account ManagerCarmen Poel Francesch+44 (0)1293 590042

[email protected]

Senior Account Manager

Roger Betriu+44 (0)1293 [email protected]

Publisher

Russell Dodd+44 (0)1293 [email protected]

Drinks International, Zurich House, East Park, Crawley, West Sussex RH10 6AS United Kingdom Tel: +44 (0)1293 590049

independently researched market intelligenceThe alcoholic drinks industry is a key research segment for market intelligence company Euromonitor International. With more than 800 analysts researching 205 countries worldwide, Euromonitor International provides global strategic intelligence on industries, countries and consumers. On an annual basis we publish internationally comparable

statistics, market research reports focusing on trends and opportunities in the industry, as well as news analysis from industry experts. Our global information system, Passport, is used by the world’s leading alcoholic drinks companies to support a stronger understanding of global markets and the strategic business planning process. We offer a complete picture

of the commercial environment by monitoring markets, related industries, operating conditions and consumer trends. As a dedicated fast moving consumer goods research house, we understand the dynamics of the consumer market and, with more than 35 years of experience, have unrivalled expertise in this sector.

For more information, please contact Teresa Maia on +44 (0)20 7251 8024 ext. 3502 or at [email protected]

The Drinks International Millionaires Club is an annual listing of distilled spirits brands with sales (shipments) of 1 million 9-litre cases or more. Research is conducted independently by Euromonitor International and brands are classified under the following guidelines: Domestic/local (90% or more of volumes sold in a particular country); Regional (80% or more of volumes sold in a particular region); International (sold in at least two regions and no more than 80% in any one region).

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In Euromonitor International’s fourth year of carrying out research for the Drinks International Millionaires Club, the 2011 rankings (based on 2010 sales volumes) saw

another record in terms of numbers of brands in the list, reaching 172. This is despite some brands dropping out of the list due to fluctuations in the various markets, and some companies not willing to take part.

The ranking continues to grow not only in length but also in breadth, with additions from new markets such as Belarus, whose six extra vodka brands have helped increase the overall numbers and are among 18 new brands in the rankings. While a number of them have broken the million case mark for the first time in 2010, others such as Miguel Torres’ eponymous brandy have had volumes above one million 9-litre cases for a number of years, but have agreed to take part for the first time this year.

Thanks to its new brands Bagpiper Rum entering the Millionaires chart for the first time this year, Indian giant United Spirits now has 20 Millionaire brands and is close to matching Pernod Ricard, at the top of the list with its 21 brands.

It was the recovery in volumes of the Luksusowa Polish vodka brand, to bring it back into the list,

that meant Pernod Ricard kept its place ahead of United Spirits. Many of United’s brands continue to see phenomenal rates of growth due to the company’s leading position in a booming Indian spirits market, which saw double-digit volume growth in 2010.

The world’s biggest alcoholic drinks firm, Diageo, remained in third place with 14 Millionaire brands, although the company will be boosted in next year’s tables by its acquisition of the Turkish company Mey Içki – announced this February and scheduled to be completed in the latter half of this year. Precise figures were not available for its three million-case Yeni Raki brand in this year’s tables.

The Domestic/Local brands continue to dominate with 93 entries in the tables for 2010, followed by International on 57 and Regional which had 22. This shows that the vast majority of spirits are still consumed in the country that produces them, especially in emerging markets. Indeed 16 of the 18 brands featured in Millionaires for the first time this year are in the Domestic/Local category.

Vodka dominates numbersVodka overtook whiskey as the largest category in the list with 54 brands. This year it was boosted by several brands from Belarus, led by Kristall with sales of nearly 5 million 9-litre cases, but also new Domestic/Local additions from companies such as Stock Spirits and Beam Global.

Vodka is followed by the Whiskies, comprising 48 entries in the 2011 list. The category was boosted by the addition of Beam Global’s small-batch bourbon, Maker’s Mark, and Glen Catrine Distillery’s High Commissioner blended scotch, both of which continued to see double-digit growth.

In a more distant third place comes the rum category with a relatively small 15 brands. This in turn is closely followed by Cognac & Brandy, with a combined 13 entries. After that comes Soju & Shochu with 11 brands, although the total volumes in this category are, of course, far bigger.

International brands return to form2010 was a far more positive year for many in the Millionaires list, especially International brands, with many returning to growth. In 2009, 36 International brands saw a decline in volume sales, while in 2010 only seven did. In addition,

A broad spread of positive figures across the spirits categories indicates confidence returned to global economies in 2010, with international brands performing strongly. Euromonitor International senior alcoholic drinks analyst Jeremy Cunnington delves deeper

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millionaires suPPlemenT Drinksint.com july 20116 Drinks international

in 2010 nine international brands saw double-digit growth – a feat none achieved in the previous year.

Some of the decline in 2009 was undoubtedly caused by destocking as companies sold off the surplus stock from 2008. This in part explains the good growth in 2010, as brands rebounded to more normal levels. A key aspect in this has been the return to growth in the duty free/travel retail category.

In many cases, however, these International brands are still below their peaks of 2007 and 2008. There are exceptions – Pernod Ricard’s Jameson, Martell and Havana Club; Diageo’s Captain Morgan; and Bacardi’s Eristoff brands.

Emerging market focus key to International brands successBrands that have performed best are those with a strong exposure to emerging markets, especially Asia Pacific. Consequently the category that has performed most strongly has been Cognac, boosted by strong growth in China and other markets in the region. In contrast, the brands which have performed

less well are those which are overly reliant on “western” markets.

An example is the two blended scotch brands, Diageo’s J&B and Pernod Ricard’s Ballantines. Both brands’ largest market is Spain, where the scotch category is affected by a long-term decline as well as a steep recession, which has meant a 6% CAGR decline between 2005 and 2010. In 2010, J&B’s volume remained static while, in contrast, Ballantine’s saw growth of 7%. The stronger performance of Ballantine’s was due to its more global spread, with good positions in Asia Pacific and central/eastern Europe, despite also seeing volumes falling in its key Spanish market. J&B’s volumes have been overly reliant on Spain and other western European markets such as recession-hit Greece and Portugal.

While International brands have benefited from returning growth in emerging markets, so a number of local brands in these markets have done the same. Local Indian brands have continued to grow rapidly across the spirits categories. In addition, brands in Korea have seen double-digit growth, as

did Tanduay rum in the Philippines. And in Brazil, local brands such as Dreher brandy and a number of cachaças, saw growth in part due to consumers trading back up into spirits.

Mature markets can offer growthThis is not to say that brands cannot see strong growth if they are based in these mature western markets. Jameson was in double-digit growth in 2010, despite its leading markets including the US, France and the UK. This was primarily due to the dynamic growth of Irish whiskey in the brand’s largest market, the US, where the category and the brand are increasingly taking share from bourbon and other US whiskies.

Equally impressive is Campari’s Regional Bitters brand Aperol, which continued to see high double-digit growth in 2010, despite its core markets of Italy, Germany and Austria seeing at best static growth during the year.

Internationals benefit by spreading riskAs the recent economic crisis has shown, for the long-

2010 Global spirits market, by sector (total volume, ’000 litres) asia PaCiFiC ausTralasia easTern laTin miDDle easT norTH WesTern WorlD WorlD %

euroPe ameriCa and aFriCa ameriCa euroPe 2010 2009 10-09

ToTal 10,206,903.7 72,018.2 3,154,680.2 2,346,202.2 271,674.8 1,835,804.5 1,955,204.1 19,842,487.7 19,288,904.5 2.87

Whisk(e)y 1,368,782.9 32,630.1 47,122.1 145,299.9 86,044.6 457,225.6 413,813.1 2,550,918.4 2,403,463.5 6.14

Cognac/Brandy 630,659.7 2,687.9 175,789.1 126,747.8 62,599.9 100,378.1 139,063.6 1,237,926.1 1,184,325.1 4.53

Whitespirits 557,952.2 15,161.2 2,514,138.5 90,999.9 46,330.6 718,914.7 381,946.5 4,325,443.7 4,338,102.4 -0.29

Rum 551,987.7 8,664.3 10,418.7 390,980.8 15,392.7 260,205.7 172,494.3 1,440,144.3 1,388,950.7 3.69

Tequila(&Mezcal) 3,543.8 866.4 3,115.5 94,506.0 3,543.1 106,244.3 10,700.4 222,519.5 217,600.8 2.26

Liqueurs 48,845.9 11,346.2 139,248.2 92,911.1 20,379.5 178,335.1 392,941.1 874,007.1 878,249.9 -0.48

Otherspirits 7,015,131.4 662.0 264,848.0 1,414.756.7 37,384.4 14,500.9 444,245.2 9,191,528.6 8,878,212.1 3.53

source: euromonitor international, from trade sources/national statistics

40

20

155.0

152.1

43.6

35.7

20.4

11.9

Whisk(e)y Vodka Soju/Shochu

Cachaça Brandy/Cognac

Liqueurs Bitters

80

60

120

100

160

140

180

Millionaires Club: status split 2009 2010

Domestic/Local 421.2 443.9Regional 30.5 36.3International 271.8 286.7Volumes in millions of 9-litre cases

2009

2010

188.8

209.5

179.9

140.1

74.1

Rum

79.9

44.5

42.2

22.3

16.4

14.4

Gin

14.7

Millionaires Categories By Total Volume (9-litre cases)

term growth and development of the International spirits brands, a broader geographic spread is needed to enable them to withstand periods of tough economic conditions when they occur in particular regions.

Emerging markets are likely to play an increasingly vital part in brand growth as disposable incomes grow. Yet, at the same time, the companies with an International focus have to maintain their core mature markets, upon which their brands depend for large proportions of their volumes and revenues.

Those brands that have benefitted and are most likely to continue to do so in the short- to medium-term are those that already have a strong and established presence in these markets, leaving companies such as Pernod Ricard and LVMH – and their globally distributed brands – best placed to make the most rapid advances.


Millionaires Club 2011: Full Listing BranD oWner CaTeGory 2006 2007 2008 2009 2010 % +/- sTaTus

1 jinro JinroLimited Soju 72.05 69.84 75.99 63.98 64.28 0.5 Domestic/Local

2 smirnoff Diageo Vodka 23.00 24.30 25.70 24.00 24.30 1.3 International

3 lotte liquor LotteLiquorBG Soju 17.58 19.03 19.89 21.23 22.60 6.5 Domestic/Local

4 Pirassununga 51 CompanhiaMüllerdeBebidas Cachaça 22.61 21.50 21.98 19.50 19.50 0.0 International

5 Bacardi Bacardi Rum 20.00 19.90 19.64 18.60 19.28 3.7 International

6 Tanduay TanduayDistillers Rum 12.40 14.43 16.29 16.92 18.36 8.5 Domestic/Local

7 Bagpiper UnitedSpirits Whisky–Indian 13.02 13.95 15.41 16.26 16.39 0.8 Domestic/Local

8 officer’s Choice AlliedBlenders&Distillers Whisky–Indian 5.01 6.60 9.50 12.00 16.00 33.3 Domestic/Local

9 johnnie Walker Diageo Whisky–Scotch 14.30 15.80 16.30 14.50 15.90 9.7 International

10 mcDowell’s no.1 UnitedSpirits Whisky–Indian 8.65 11.46 13.39 13.52 14.32 5.9 Domestic/Local

11 mcDowell’s no.1 Celebration UnitedSpirits Rum 6.17 7.63 9.67 11.17 13.89 24.4 Domestic/Local

12 muhak White Muhak Soju 9.99 10.56 10.92 11.04 12.96 17.4 Domestic/Local

13 Khlibniy Dar BayaderaGroup Vodka 1.55 3.57 6.63 10.20 12.30 20.6 Domestic/Local

14 mcDowell’s no.1 UnitedSpirits Brandy–Indian 5.99 7.64 7.53 9.22 11.54 25.2 Domestic/Local

15 Charm Kumbokju Soju 12.16 12.25 12.28 11.61 11.07 -4.7 Domestic/Local

16 absolut PernodRicard Vodka 9.80 10.73 10.73 10.03 10.90 8.7 International

17 Zelenaya marka (Green mark) CEDC Vodka 7.30 8.10 11.97 11.25 10.85 -3.6 Domestic/Local

18 royal stag PernodRicard Whisky–Indian 4.24 5.63 6.76 8.40 10.39 23.7 Domestic/Local

19 original Choice JohnDistilleries Whisky–Indian 4.12 6.41 8.84 10.21 10.32 1.1 Domestic/Local

20Pitú EngarrafamentoPitú Cachaça 8.53 9.31 9.51 9.60 10.10 5.2 International

21 jack Daniel’s Brown-Forman Whiskey–US-Tennessee 8.94 9.33 9.51 9.57 9.95 3.9 International

22 nemiroff NemiroffUkrainianVodkaCo Vodka 7.80 8.89 8.55 9.10 9.21 1.2 International

23 old Tavern UnitedSpirits Whisky–Indian 2.55 2.84 4.77 6.84 9.08 32.7 Domestic/Local

24Khortytsa KhortytsaDistillery Vodka 8.10 9.40 9.60 9.25 9.00 -2.7 International

25 Captain morgan Diageo Rum 7.30 7.80 8.30 8.60 8.70 1.2 International

26 iichiko SanwaShurui Shochu 9.86 9.88 9.14 8.74 8.32 -4.8 Domestic/Local

27 Velho Barreiro Tatuzinho Cachaça 7.08 7.15 7.40 7.70 8.00 3.9 International

28C1 DaesunDistillingCo Soju 10.30 10.40 10.52 9.78 7.70 -21.3 Domestic/Local

29ypioca GrupoYpioca Cachaça 7.10 7.13 7.05 6.83 6.89 0.9 Domestic/Local

30Baileys Diageo Liqueurs 7.10 7.70 7.60 6.40 6.60 3.1 International

31 jägermeister Mast-Jägermeister Bitters 5.95 6.32 6.41 6.41 6.58 2.7 International

32 Czysta de luxe (ZG) StockSpiritsGroup Vodka n/a 0.08 1.87 5.39 6.40 18.7 Domestic/Local

33 Pyat ozer AlcoholSiberianGroup Vodka 2.38 6.04 6.50 6.10 6.30 3.3 Domestic/Local

34Ballantine’s PernodRicard Whisky–Scotch 5.62 6.17 6.50 5.76 6.18 7.3 International

35 imperial Blue PernodRicard Whisky–Indian 2.51 3.13 3.83 4.83 6.11 26.5 Domestic/Local

36ricard PernodRicard Anis 5.66 5.78 5.52 5.37 5.38 0.2 International

The arrival of 18 first-time entrants into the list this year brings the total to a new high of 172 brands, with a clutch of vodkas from Belarus and famous names such as Torres brandy and Maker’s Mark bourbon. The majority have shown positive growth – surely a reflection of economic recovery in mature markets and continued rapid development across emerging markets

Millionaires

10 Drinks international


37 mansion House TilaknagarIndustries Brandy–Indian 1.00 1.32 1.77 3.96 5.38 35.9 Domestic/Local

38 jim Beam BeamGlobalSpirits&Wine Whiskey–US-Bourbon 5.12 5.24 5.16 5.08 5.30 4.3 International

39Crown royal Diageo Whisky–Canadian 4.70 5.00 5.10 4.80 5.00 4.2 International

40William Grant’s WilliamGrant&Sons Whisky–Scotch 4.39 4.79 4.97 4.78 4.99 4.3 International

41 Kristall MinskKristall Vodka 3.46 3.82 4.11 4.51 4.92 9.1 Domestic/Local

42Belenkaya SYGroup Vodka 1.89 2.04 2.25 2.81 4.92 74.7 Domestic/Local

43j&B rare Diageo Whisky–Scotch 5.90 5.90 5.90 4.90 4.90 0.0 International

44Hennessy LVMH Cognac 4.32 4.74 4.49 4.25 4.65 9.5 International

45Hayward’s UnitedSpirits Whisky–Indian 2.17 2.31 2.77 4.06 4.65 14.5 Domestic/Local

46Director’s special UnitedSpirits Whisky–Indian 3.77 3.69 4.00 4.39 4.54 3.4 Domestic/Local

47Chivas regal PernodRicard Whisky–Scotch 3.95 4.37 4.57 3.87 4.50 16.3 International

48Honey Bee UnitedSpirits Brandy–Indian 1.73 2.20 2.82 3.60 4.37 21.4 Domestic/Local

49De Kuyper range KoninklijkeDeKuyper/BeamGlobal Liqueurs 4.90 4.90 4.74 4.40 4.32 -1.8 International

50Gordon’s Diageo Gin 5.00 4.50 4.30 4.20 4.20 0.0 International

51 8Pm RadicoKhaitan Whisky–Indian 4.15 4.16 3.76 3.18 3.94 23.9 Domestic/Local

52 Fernet Branca FratelliBrancaDistillerie Bitters 2.90 3.12 3.28 3.31 3.85 16.3 International

53Kanoka AsahiBreweries Shochu 3.02 3.44 3.56 3.66 3.84 5.0 Domestic/Local

54Havana Club PernodRicard Rum 2.61 3.00 3.40 3.28 3.77 14.9 International

55Daigoro AsahiBreweries Shochu 5.24 4.66 4.44 4.17 3.74 -10.3 Domestic/Local

56Grey Goose Bacardi Vodka 3.00 3.60 3.60 3.46 3.65 5.5 International

57 Dreher GruppoCampari Brandy–Brazilian 3.50 3.75 3.60 3.45 3.50 1.4 Domestic/Local

58 svedka ConstellationBrands Vodka 1.02 1.53 2.10 2.90 3.41 17.6 Domestic/Local

59malibu PernodRicard Liqueurs 3.33 3.63 3.70 3.23 3.40 5.3 International

60skyy GruppoCampari Vodka 2.70 2.90 3.15 3.25 3.35 3.1 International

61 Dewar’s Bacardi Whisky–Scotch 3.40 3.50 3.41 3.24 3.27 0.9 International

62 jameson PernodRicard Whiskey–Irish 2.18 2.48 2.73 2.74 3.17 15.7 International

63stolichnaya Sojuzplodimport(SPISpirits) Vodka 3.10 3.33 3.20 3.00 3.12 4.0 International

64sobieski Belvédère Vodka 2.15 2.50 2.75 3.00 3.05 1.7 International

65sauza BeamGlobalSpirits&Wine Tequila 3.12 3.21 3.13 2.63 3.02 14.8 International

66old admiral RadicoKhaitan Brandy–Indian 1.40 1.40 1.40 1.81 2.99 65.2 Domestic/Local

67 Finlandia Brown-Forman Vodka 2.30 2.75 3.05 3.01 2.96 -1.6 International

68seagram’s PernodRicard Gin 3.44 3.44 3.38 3.03 2.93 -3.3 Regional

69Director’s special Black UnitedSpirits Whisky–Indian 0.90 1.34 1.77 2.03 2.88 41.9 Domestic/Local

70Blenders Pride PernodRicard Whisky–Indian 1.17 1.51 1.92 2.31 2.82 22.1 Domestic/Local

71 absolwent CEDC Vodka 4.04 4.12 4.18 3.70 2.80 -24.3 Domestic/Local

72 Campari GruppoCampari Bitters 2.90 2.93 2.93 2.70 2.80 3.7 International

73 Kakubin Suntory Whisky–Japanese 1.60 1.59 1.91 2.18 2.79 28.0 Regional

74 yamskaya CEDC Vodka n/a n/a 2.16 2.40 2.61 8.8 Domestic/Local

75 mcDowell’s Green label UnitedSpirits Whisky–Indian 1.85 1.83 1.70 1.99 2.53 27.1 Domestic/Local

76William Peel Belvédère Whisky–Scotch 1.76 1.78 2.12 2.35 2.50 6.4 Domestic/Local

77 Bell’s Diageo Whisky–Scotch 2.00 2.30 2.20 2.30 2.50 8.7 International

78 russian standard Roust Vodka 1.35 1.90 2.10 2.20 2.50 13.6 International

79 Parliament CEDC Vodka 2.03 2.70 3.08 2.50 2.40 -4.0 Regional

80seagram’s 7 Crown Diageo Whiskey–US-Other 2.50 2.50 2.50 2.40 2.40 0.0 Regional



81 Contessa RadicoKhaitan Rum 2.50 2.08 2.20 2.56 2.37 -7.4 Domestic/Local

82 Beefeater PernodRicard Gin 2.32 2.42 2.41 2.24 2.33 4.0 International

83 label 5 LaMartiniquaise Whisky–Scotch 1.74 1.91 1.98 2.16 2.27 5.1 International

84 eristoff Bacardi Vodka 1.50 1.70 1.80 1.90 2.27 19.5 International

85 Gold riband UnitedSpirits Whisky–Indian 1.72 1.63 1.84 2.68 2.25 -16.0 Domestic/Local

86 Zhuravli CEDC Vodka n/a n/a 2.55 2.36 2.15 -8.9 Domestic/Local

87 Kinmen Kaoliang KinmenKaoliangLiquor Baijiu 1.81 1.88 2.15 2.03 2.15 5.9 Domestic/Local

88 Bombay Bacardi Gin 2.10 2.00 2.00 1.97 2.15 9.1 International

89 southern Comfort Brown-Forman Liqueurs 2.45 2.48 2.38 2.23 2.14 -3.9 International

90 Big man OenonHoldingsCorp Shochu n/a n/a 2.53 2.43 2.11 -13.2 Domestic/Local

91 old Cask UnitedSpirits Rum 1.45 1.28 1.72 2.21 2.11 -4.5 Domestic/Local

92 Glen’s GlenCatrine Vodka 1.70 1.70 1.80 1.90 2.10 10.5 Domestic/Local

93 Black Velvet ConstellationBrands Whisky–Canadian 2.11 1.91 1.96 2.04 2.07 1.5 Regional

94 Tanqueray Diageo Gin 2.00 2.20 2.10 1.90 2.00 5.3 International

95 Ketel one NoletSpirits Vodka 1.87 1.88 1.90 1.80 2.00 11.1 Domestic/Local

96 aperol GruppoCampari Bitters 1.00 1.15 1.30 1.65 1.95 18.2 Regional

97 Canadian Club BeamGlobalSpirits&Wine Whisky–Canadian 2.07 2.04 1.96 1.89 1.92 1.6 International

98 Krupnik Belvédère Vodka n/a n/a n/a n/a 1.90 n/a Domestic/Local

99 Teacher’s Highland CreamBeamGlobalSpirits&Wine Whisky–Scotch 1.84 1.98 1.96 1.73 1.89 9.2 International

100White mischief UnitedSpirits Vodka 1.12 1.26 1.57 1.90 1.87 -1.6 Domestic/Local

101Wyborowa PernodRicard Vodka 1.17 1.78 2.32 2.12 1.83 -13.7 International

102old Port rum AmrutDistilleries Rum 1.38 1.64 1.91 1.66 1.82 9.6 Domestic/Local

103magic moments RadicoKhaitan Vodka 0.00 0.25 0.58 0.86 1.82 111.6 Domestic/Local

104montilla PernodRicard Rum 2.72 2.67 2.73 1.95 1.80 -7.7 Domestic/Local

105Zoladkowa Gorzka StockSpiritsGroup Vodka 1.19 1.36 1.71 1.80 1.80 0.0 Domestic/Local

106Cacique Diageo Rum 1.80 1.70 1.70 1.80 1.80 0.0 Regional

107mugi Zakari OenonHoldingsCorp Shochu 0.20 0.36 0.96 1.60 1.78 11.3 Domestic/Local

108Clan Campbell PernodRicard Whisky–Scotch 1.56 1.64 1.72 1.76 1.76 0.0 Regional

109Patrón PatrónSpirits Tequila 1.15 1.60 1.73 1.74 1.76 1.1 Domestic/Local

110Canadian mist Brown-Forman Whisky–Canadian 1.98 1.91 1.87 1.84 1.75 -4.8 Domestic/Local

111 martell PernodRicard Cognac 1.46 1.61 1.54 1.46 1.75 19.9 International

112 Black nikka AsahiBreweries Whisky–Japanese 1.47 1.11 1.23 1.36 1.75 28.4 Regional

113 100 Pipers PernodRicard Whisky–Scotch 2.94 2.50 2.25 2.03 1.73 -14.8 International

114Kahlúa PernodRicard Liqueurs 2.17 2.14 2.00 1.69 1.70 0.6 International

115 1906 StockSpiritsGroup Vodka n/a 0.74 0.83 1.39 1.70 22.3 Domestic/Local

116William lawson’s Bacardi Whisky–Scotch 1.30 1.30 1.50 1.59 1.69 6.3 International

117 muginoka Suntory Shochu n/a n/a n/a n/a 1.66 n/a Domestic/Local

118 rémy martin* RémyCointreau Cognac 1.73 1.84 1.48 1.55 1.65 6.1 International

119 istynna OlimpCorp Vodka n/a n/a n/a 0.50 1.63 226.0 Domestic/Local

120Bols CEDC Vodka 1.40 1.67 1.85 1.85 1.60 -13.5 Regional

121 Prime OlimpCorp Vodka 0.16 0.94 1.51 1.51 1.60 6.0 Domestic/Local

122romanov UnitedSpirits Vodka 0.81 0.98 1.17 1.25 1.59 27.2 Domestic/Local

123Brest Belalco Vodka 1.67 1.67 1.59 1.68 1.58 -6.0 Domestic/Local

124myagkov SYGroup Vodka 2.44 2.41 1.23 1.37 1.58 15.0 Regional

*DatafromRémyCointreauannualreports12monthsApr2010-Mar2011



125 Burnett’s Vodka HeavenHill Vodka 0.63 1.00 1.20 1.52 1.52 0.0 Domestic/Local

126 aguardiente nectar LaEmpresaCundinamarca Aguardiente 1.31 1.37 1.31 1.39 1.51 8.8 Domestic/Local

127 starogardzka Belvédère Vodka 2.65 2.85 3.01 2.00 1.50 -25.0 Domestic/Local

128 Buchanan’s Diageo Whisky–Scotch 1.30 1.60 1.50 1.30 1.50 15.4 Regional

129 lubelska StockSpiritsGroup Liqueurs n/a 0.29 0.50 0.60 1.50 150.0 Domestic/Local

130Bagpiper rum UnitedSpirits Rum n/a n/a n/a 0.99 1.45 46.5 Domestic/Local

131 Pridvinye VitebskyLZ Vodka 1.02 1.17 1.33 1.43 1.42 -0.7 Domestic/Local

132 Bols range LucasBols Liqueurs 1.21 1.26 1.28 1.30 1.40 7.7 International

133 Gorbatschow Henkell&Söhnlein Vodka 1.21 1.46 1.09 1.27 1.40 10.2 Domestic/Local

134 Torres MiguelTorres Brandy–Spanish 1.06 1.43 1.47 1.35 1.40 3.3 International

135 Paul masson Grande amber ConstellationBrands Brandy–American 1.32 1.29 1.35 1.36 1.36 0.0 Domestic/Local

136 signature UnitedSpirits Whisky–Indian 0.58 0.76 0.99 1.14 1.32 15.8 Domestic/Local

137 Three olives ProximoSpirits Vodka 0.63 0.85 1.10 1.25 1.32 5.6 Domestic/Local

138 soplica CEDC Vodka 1.06 1.29 1.47 1.40 1.32 -5.7 Regional

139 Gordon’s Vodka Diageo Vodka 1.40 1.30 1.30 1.30 1.30 0.0 Regional

140evan Williams HeavenHill Whiskey–US-Bourbon 0.98 1.03 1.05 1.24 1.29 4.5 Domestic/Local

141 madira XXX TilaknagarIndustries Rum n/a 0.02 0.18 0.82 1.28 56.1 Domestic/Local

142 john exshaw UnitedSpirits Brandy–Indian 1.12 1.49 1.77 1.48 1.28 -13.5 Domestic/Local

143 Pastis 51 PernodRicard Anis 1.53 1.49 1.41 1.34 1.27 -5.2 Regional

144amaro ramazzotti PernodRicard Bitters 1.27 1.18 1.22 1.00 1.23 23.0 Regional

145 slavyanskaya Jupiter Vodka 2.10 2.63 1.83 1.51 1.20 -20.5 Domestic/Local

146seagram’s Vo Diageo Whisky–Canadian 1.30 1.30 1.30 1.20 1.20 0.0 Regional

147 Courvoisier BeamGlobalSpirits&Wine Cognac 1.14 1.17 1.19 1.02 1.20 17.6 International

148amarula DistellGroup Liqueurs 0.93 1.08 1.08 1.10 1.20 9.1 International

149 sir edward’s Bardinet Whisky–Scotch 1.26 1.27 1.05 1.09 1.19 9.0 International

150 el jimador Brown-Forman Tequila n/a 0.92 1.02 1.10 1.19 8.1 Domestic/Local

151 Christian Brothers HeavenHill Brandy–American 1.14 1.15 1.17 1.18 1.18 0.0 Domestic/Local

152 Zubrowka CEDC Vodka n/a 1.00 1.00 1.03 1.18 14.6 Regional

153 DyC BeamGlobalSpirits&Wine Whisky–Spanish 1.42 1.43 1.22 1.19 1.17 -1.7 Domestic/Local

154 royal Challenge UnitedSpirits Whisky–Indian 1.03 1.17 1.29 1.27 1.16 -8.7 Domestic/Local

155 Klimgrad KlimovichskyLZ Vodka 1.72 2.01 2.10 1.71 1.16 -32.2 Domestic/Local

156 appleton jamaica rum Wray&Nephew Rum 1.13 1.14 1.15 1.19 1.16 -2.8 International

157 Clan macGregor WilliamGrant&Sons Whisky–Scotch 1.22 1.26 1.32 1.32 1.15 -12.9 Regional

158 luksusowa PernodRicard Vodka 1.15 1.47 1.76 0.87 1.14 31.0 Domestic/Local

159 radamir GomelskyLZ Vodka 1.06 1.28 1.33 1.28 1.14 -10.9 Domestic/Local

160Blue riband UnitedSpirits Gin 0.95 0.96 0.99 1.09 1.13 3.7 Domestic/Local

161 akvadiv Akvadiv Vodka 1.00 1.22 1.35 1.18 1.12 -5.1 Domestic/Local

162 Gorilochka PetrusTOV Vodka n/a 0.44 1.03 1.15 1.11 -3.5 Domestic/Local

163 High Commissioner GlenCatrine Whisky–Scotch 0.50 0.60 0.90 1.00 1.10 10.0 Domestic/Local

164Castillo Bacardi Rum 1.40 1.30 1.20 1.11 1.08 -2.7 Regional

165 Capel CapelCoop.deElqui Pisco 1.35 1.32 1.37 1.11 1.07 -3.6 Domestic/Local

166Kamchatka BeamGlobalSpirits&Wine Vodka 0.90 0.94 0.94 1.00 1.05 5.5 Domestic/Local

167 old adventurer UnitedSpirits Rum 1.22 1.12 1.20 1.23 1.05 -14.6 Domestic/Local

168 nemanoff GrodnenskyLikerovodochny Vodka 0.58 0.64 0.84 0.96 1.04 8.3 Domestic/Local

169maker’s mark BeamGlobalSpirits&Wine Whiskey–US-Bourbon 0.72 0.79 0.85 0.89 1.03 15.7 Domestic/Local

170Windsor BeamGlobalSpirits&Wine Whisky–Canadian 1.00 0.98 0.98 1.01 1.01 0.0 Regional

171 aristocrat HeavenHill Vodka n/a n/a n/a 1.00 1.01 1.0 Domestic/Local

172 stock Prestige StockSpiritsGroup Vodka 0.00 0.00 0.00 0.20 1.00 400.0 Regional

Millionaires

Volume: millions of 9-litre cases


There was very little change in the rankings for the leading International brands in 2010, with virtually all of them

returning to growth in varying degrees. The only change in the top 10 ranking was between the two Ukraine-based vodka brands, which swapped positions due to decline of Khortytsa and slight growth for Nemiroff.

RegionalIn Regional brands, Pernod Ricard’s Seagram’s Gin still leads the rankings despite its continued fall in volumes.

The brand continues to suffer from being squeezed by cheaper, local gin variants in the US. If trends continue it is likely to lose its number one position

Millionaires Club 2011: Top 33 International Brands 3m+ CasesBranD oWner CaTeGory 2006 2007 2008 2009 2010 % +/-

smirnoff Diageo Vodka 23.00 24.30 25.70 24.00 24.30 1.3

Pirassununga 51 CompanhiaMüllerdeBebidas Cachaça 22.61 21.50 21.98 19.50 19.50 0.0

Bacardi Bacardi Rum 20.00 19.90 19.64 18.60 19.28 3.7

johnnie Walker Diageo Whisky–Scotch 14.30 15.80 16.30 14.50 15.90 9.7

absolut PernodRicard Vodka 9.80 10.73 10.73 10.03 10.90 8.7

Pitú EngarrafamentoPitú Cachaça 8.53 9.31 9.51 9.60 10.10 5.2

jack Daniel’s Brown-Forman Whiskey–US-Tennessee 8.94 9.33 9.51 9.57 9.95 3.9

nemiroff NemiroffUkrainianVodkaCompany Vodka 7.80 8.89 8.55 9.10 9.21 1.2

Khortytsa KhortytsaDistillery Vodka 8.1 9.4 9.6 9.25 9.00 -2.7

Captain morgan Diageo Rum 7.30 7.80 8.30 8.60 8.70 1.2

Velho Barreiro Tatuzinho Cachaça 7.08 7.15 7.40 7.70 8.00 3.9

Baileys Diageo Liqueurs 7.10 7.70 7.60 6.40 6.60 3.1

jägermeister Mast-Jägermeister Bitters 5.95 6.32 6.41 6.41 6.58 2.7

Ballantine’s PernodRicard Whisky–Scotch 5.62 6.17 6.50 5.76 6.18 7.3

ricard PernodRicard Anis 5.66 5.78 5.52 5.37 5.38 0.2

jim Beam BeamGlobalSpirits&Wine Whiskey–US–Bourbon 5.12 5.24 5.16 5.08 5.30 4.3

Crown royal Diageo Whisky–Canadian 4.70 5.00 5.10 4.80 5.00 4.2

William Grant’s WilliamGrant&Sons Whisky–Scotch 4.39 4.79 4.97 4.78 4.99 4.3

j&B rare Diageo Whisky–Scotch 5.90 5.90 5.90 4.90 4.90 0.0

Hennessy LVMH Cognac 4.32 4.74 4.49 4.25 4.65 9.5

Chivas regal PernodRicard Whisky–Scotch 3.95 4.37 4.57 3.87 4.50 16.3

De Kuyper range KoninklijkeDeKuyper/BeamGlobal Liqueurs 4.90 4.90 4.74 4.40 4.32 -1.8

Gordon’s Diageo Gin 5.00 4.50 4.30 4.20 4.20 0.0

Fernet Branca FratelliBrancaDistillerie Bitters 2.90 3.12 3.28 3.31 3.85 16.3

Havana Club PernodRicard Rum 2.61 3.00 3.40 3.28 3.77 14.9

Grey Goose Bacardi Vodka 3.00 3.60 3.60 3.46 3.65 5.5

malibu PernodRicard Liqueurs 3.33 3.63 3.70 3.23 3.40 5.3

skyy GruppoCampari Vodka 2.70 2.90 3.15 3.25 3.35 3.1

Dewar’s Bacardi Whisky–Scotch 3.40 3.50 3.41 3.24 3.27 0.9

jameson PernodRicard Whiskey–Irish 2.18 2.48 2.73 2.74 3.17 15.7

stolichnaya Sojuzplodimport(SPISpirits) Vodka 3.10 3.33 3.20 3.00 3.12 4.0

sobieski Belvédère Vodka 2.15 2.5 2.75 3.00 3.05 1.7

sauza BeamGlobalSpirits&Wine Tequila 3.12 3.21 3.13 2.63 3.02 14.8


to the fast-growing Kakubin Japanese whisky brand, produced by Suntory. Japanese whisky brands have benefited from the austerity-driven trend of consuming the cheap whisky cocktail the Highball. This has also led to a resurgence of interest in products from the category among a younger consumer base.

Domestic/LocalThe top of the rankings saw little change, with the top four brands remaining in position. It is interesting to note, though, that fourth-placed Bagpiper whisky is coming under severe pressure from its fellow Indian brand Officer’s Choice, which upped its 2009 volume by an

impressive four million cases to 16 million.

While Officer’s Choice overtook McDowell’s No.1 whisky – fifth in last year’s list

– the dynamic growth of the McDowell’s Celebration rum variant puts it within touching distance of its United Spirits stablemate.

Further down the rankings, Ukrainian vodka brand Khlibniy Dar continued to see dynamic growth, improving its ranking from 12th to ninth, making it the only non-Asian brand in the Top 10 Domestic/Locals.

Millionaires


Millionaires Club 2011: Top 33 Domestic/Local Brands 3m+ CasesBranD oWner CaTeGory 2006 2007 2008 2009 2010 % +/-

jinro JinroLimited Soju 72.05 69.84 75.99 63.98 64.28 0.5

lotte liquor LotteLiquorBG Soju 17.58 19.03 19.89 21.23 22.60 6.5

Tanduay TanduayDistillers Rum 12.40 14.43 16.29 16.92 18.36 8.5

Bagpiper UnitedSpirits Whisky–Indian 13.02 13.95 15.41 16.26 16.39 0.8

officer’s Choice AlliedBlenders&Distillers Whisky–Indian 5.01 6.60 9.50 12.00 16.00 33.3

mcDowell’s no.1 UnitedSpirits Whisky–Indian 8.65 11.46 13.39 13.52 14.32 5.9

mcDowell’s no.1 Celebration UnitedSpirits Rum 6.17 7.63 9.67 11.17 13.89 24.4

muhak White Muhak Soju 9.99 10.56 10.92 11.04 12.96 17.4

Khlibniy Dar BayaderaGroup Vodka 1.55 3.57 6.63 10.20 12.30 20.6

mcDowell’s no.1 UnitedSpirits Brandy–Indian 5.99 7.64 7.53 9.22 11.54 25.2

Charm Kumbokju Soju 12.16 12.25 12.28 11.61 11.07 -4.7

Zelenaya marka (Green mark) CEDC Vodka 7.30 8.10 11.97 11.25 10.85 -3.6

royal stag PernodRicard Whisky–Indian 4.24 5.63 6.76 8.40 10.39 23.7

original Choice JohnDistilleries Whisky–Indian 4.12 6.41 8.84 10.21 10.32 1.1

old Tavern UnitedSpirits Whisky–Indian 2.55 2.84 4.77 6.84 9.08 32.7

iichiko SanwaShurui Shochu 9.86 9.88 9.14 8.74 8.32 -4.8

C1 DaesunDistillingCo Soju 10.30 10.40 10.52 9.78 7.70 -21.3

ypioca GrupoYpioca Cachaça 7.10 7.13 7.05 6.83 6.89 0.9

Czysta de luxe (ZG) StockSpiritsGroup Vodka n/a 0.08 1.87 5.39 6.40 18.7

Pyat ozer AlcoholSiberianGroup Vodka 2.38 6.04 6.50 6.10 6.30 3.3

imperial Blue PernodRicard Whisky–Indian 2.51 3.13 3.83 4.83 6.11 26.5

mansion House TilaknagarIndustries Brandy–Indian 1.00 1.32 1.77 3.96 5.38 35.9

Kristall MinskKristall Vodka 3.46 3.82 4.11 4.51 4.92 9.1

Belenkaya SYGroup Vodka 1.89 2.04 2.25 2.81 4.92 74.7

Hayward’s UnitedSpirits Whisky–Indian 2.17 2.31 2.77 4.06 4.65 14.5

Director’s special UnitedSpirits Whisky–Indian 3.77 3.69 4.00 4.39 4.54 3.4

Honey Bee UnitedSpirits Brandy–Indian 1.73 2.20 2.82 3.60 4.37 21.4

8Pm RadicoKhaitan Whisky–Indian 4.15 4.16 3.76 3.18 3.94 23.9

Kanoka AsahiBreweries Shochu 3.02 3.44 3.56 3.66 3.84 5.0

Daigoro AsahiBreweries Shochu 5.24 4.66 4.44 4.17 3.74 -10.3

Dreher GruppoCampari Brandy–Brazilian 3.50 3.75 3.60 3.45 3.50 1.4

svedka ConstellationBrands Vodka 1.02 1.53 2.10 2.90 3.41 17.6

Millionaires Club 2010: Top 10 Regional BrandsBranD oWner CaTeGory 2006 2007 2008 2009 2010 % +/-

seagram’s PernodRicard Gin 3.44 3.44 3.38 3.03 2.93 -3.3

suntory Kakubin Suntory Whisky–Japanese 1.60 1.59 1.91 2.18 2.79 28.0

Parliament CEDC Vodka 2.03 2.70 3.08 2.50 2.40 -4.0

seagram’s 7 Crown Diageo Whiskey–US–Other 2.50 2.50 2.50 2.40 2.40 0.0

Black Velvet ConstellationBrands Whisky–Canadian 2.11 1.91 1.96 2.04 2.07 1.5

aperol GruppoCampari Bitters 1.00 1.15 1.30 1.65 1.95 18.2

Cacique Diageo Rum 1.80 1.70 1.70 1.80 1.80 0.0

Clan Campbell PernodRicard Whisky–Scotch 1.56 1.64 1.72 1.76 1.76 0.0

Black nikka AsahiBreweries Whisky–Japanese 1.47 1.11 1.23 1.36 1.75 28.4

Bols CEDC Vodka 1.40 1.67 1.85 1.85 1.60 -13.5


Millionaires


International brands had a far better year in growth terms in 2010, with only 10 of them not seeing growth during the year. Nine of the brands saw double-

digit growth, led by Pernod Ricard’s Martell, with a 20% increase thanks to strong growth in China and other Asia Pacific markets.

The other cognac brands also performed well, with Courvoisier being the third fastest-growing International brand, similarly seeing double-digit growth thanks to its strength in its key US and UK markets.

Eristoff was the second fastest-growing International brand, benefiting from Bacardi’s attempt to broaden the brand’s distribution as witnessed by its 2009 UK launch.

Beneath the top three fastest-growing brands is a trio of brands from the Pernod Ricard stable.

Chivas Regal saw strong growth due to its exposure to Asia, while Jameson received a boost in its core US market, where interest in Irish whiskey in general has risen. Havana Club saw strong growth in its domestic market, Cuba.

RegionalA number of Regional brands saw very strong growth. The list is led by Stock Spirits’ Stock Prestige brand, which saw phenomenal growth, albeit from a very low base, bringing it into the Millionaires Club for the first time. Despite being sold in 13 other markets, its key growth market was its domestic one, Poland. The brand is followed by two Japanese whiskies. Their remarkable growth after years of decline has been driven by a domestic trend for whisky Highball cocktails.

Domestic/localAs in previous years Domestic/Local brands see far more dynamic growth than the other categories. Three brands more than doubled volumes, and in the case of Olimp Corp’s Istynna tripled growth.

All the most dynamically growing brands are from small volume bases. In actual volume terms the most impressive growth came from Indian brands, with ABD’s Officer’s Choice growing by a remarkable four million cases while United Spirits’ McDowell’s rum and brandy variants each grew in the region of three million cases.

Millionaires

Millionaires Club 2011: Fastest Growing International Brands Top 20BranD oWner CaTeGory 2006 2007 2008 2009 2010 % +/-

martell PernodRicard Cognac 1.46 1.61 1.54 1.46 1.75 19.9

eristoff Bacardi Vodka 1.50 1.70 1.80 1.90 2.27 19.5

Courvoisier BeamGlobalSpirits&Wine Cognac 1.14 1.17 1.19 1.02 1.20 17.6

Fernet Branca FratelliBrancaDistillerie Bitters 2.90 3.12 3.28 3.31 3.85 16.3

Chivas regal PernodRicard Whisky–Scotch 3.95 4.37 4.57 3.87 4.50 16.3

jameson PernodRicard Whiskey–Irish 2.18 2.48 2.73 2.74 3.17 15.7

Havana Club PernodRicard Rum 2.61 3.00 3.40 3.28 3.77 14.9

sauza BeamGlobalSpirits&Wine Tequila 3.12 3.21 3.13 2.63 3.02 14.8

russian standard Roust Vodka 1.35 1.90 2.10 2.20 2.50 13.6

johnnie Walker Diageo Whisky–Scotch 14.30 15.80 16.30 14.50 15.90 9.7

Hennessy LVMH Cognac 4.32 4.74 4.49 4.25 4.65 9.5

Teacher’s Highland Cream BeamGlobalSpirits&Wine Whisky–Scotch 1.84 1.98 1.96 1.73 1.89 9.2

Bombay Bacardi Gin 2.10 2.00 2.00 1.97 2.15 9.1

amarula DistellGroup Liqueurs 0.93 1.08 1.08 1.10 1.20 9.1

sir edward’s Bardinet Whisky–Scotch 1.26 1.27 1.05 1.09 1.19 9.0

Bell’s Diageo Whisky–Scotch 2.00 2.30 2.20 2.30 2.50 8.7

absolut PernodRicard Vodka 9.80 10.73 10.73 10.03 10.90 8.7

Bols range LucasBols Liqueurs 1.21 1.26 1.28 1.30 1.40 7.7

Ballantine’s PernodRicard Whisky–Scotch 5.62 6.17 6.50 5.76 6.18 7.3

William lawson’s Bacardi Whisky–Scotch 1.30 1.30 1.50 1.59 1.69 6.3


20 Drinks international millionaires suPPlemenT Drinksint.com july 2011

Millionaires

Millionaires Club 2011: Fastest Growing Domestic/Local Brands Top 40BranD oWner CaTeGory 2006 2007 2008 2009 2010 % +/-

istynna OlimpCorp Vodka n/a n/a n/a 0.50 1.63 226.0

lubelska StockSpiritsGroup Liqueurs n/a 0.29 0.50 0.60 1.50 150.0

magic moments RadicoKhaitan Vodka 0.00 0.25 0.58 0.86 1.82 111.6

Belenkaya SYGroup Vodka 1.89 2.04 2.25 2.81 4.92 74.7

old admiral RadicoKhaitan Brandy–Indian 1.40 1.40 1.40 1.81 2.99 65.2

madira XXX TilaknagarIndustries Rum n/a 0.02 0.18 0.82 1.28 56.1

Bagpiper rum UnitedSpirits Rum n/a n/a n/a 0.99 1.45 46.46

Director’s special Black UnitedSpirits Whisky–Indian 0.90 1.34 1.77 2.03 2.88 41.9

mansion House TilaknagarIndustries Brandy–Indian 1.00 1.32 1.77 3.96 5.38 35.9

officer’s Choice AlliedBlenders&Distillers Whisky–Indian 5.01 6.60 9.50 12.00 16.00 33.3

old Tavern UnitedSpirits Whisky–Indian 2.55 2.84 4.77 6.84 9.08 32.7

luksusowa PernodRicard Vodka 1.15 1.47 1.76 0.87 1.14 31.0

romanov UnitedSpirits Vodka 0.81 0.98 1.17 1.25 1.59 27.2

mcDowell’s Green label UnitedSpirits Whisky–Indian 1.85 1.83 1.70 1.99 2.53 27.1

imperial Blue PernodRicard Whisky–Indian 2.51 3.13 3.83 4.83 6.11 26.5

mcDowell’s no.1 UnitedSpirits Brandy–Indian 5.99 7.64 7.53 9.22 11.54 25.2

mcDowell’s no.1 Celebration UnitedSpirits Rum 6.17 7.63 9.67 11.17 13.89 24.4

8Pm RadicoKhaitan Whisky–Indian 4.15 4.16 3.76 3.18 3.94 23.9

royal stag PernodRicard Whisky–Indian 4.24 5.63 6.76 8.40 10.39 23.7

1906 StockSpiritsGroup Vodka n/a 0.74 0.83 1.39 1.70 22.3

Blenders Pride PernodRicard Whisky–Indian 1.17 1.51 1.92 2.31 2.82 22.1

Honey Bee UnitedSpirits Brandy–Indian 1.73 2.20 2.82 3.60 4.37 21.4

Khlibniy Dar BayaderaGroup Vodka 1.55 3.57 6.63 10.20 12.30 20.6

Czysta de luxe (ZG) StockSpiritsGroup Vodka n/a 0.08 1.87 5.39 6.40 18.7

svedka ConstellationBrands Vodka 1.02 1.53 2.10 2.90 3.41 17.6

muhak White Muhak Soju 9.99 10.56 10.92 11.04 12.96 17.4

signature UnitedSpirits Whisky–Indian 0.58 0.76 0.99 1.14 1.32 15.8

maker’s mark BeamGlobalSpirits&Wine Whiskey–US-Bourbon 0.72 0.79 0.85 0.89 1.03 15.7

Hayward’s UnitedSpirits Whisky–Indian 2.17 2.31 2.77 4.06 4.65 14.5

mugi Zakari OenonHoldingsCorp Shochu 0.20 0.36 0.96 1.60 1.78 11.3

Ketel one NoletSpirits Vodka 1.87 1.88 1.90 1.80 2.00 11.1

Glen’s GlenCatrine Vodka 1.70 1.70 1.80 1.90 2.10 10.5

Gorbatschow Henkell&Söhnlein Vodka 1.21 1.46 1.09 1.27 1.40 10.2

High Commissioner GlenCatrine Whisky–Scotch 0.50 0.60 0.90 1.00 1.10 10.0

old Port rum AmrutDistilleries Rum 1.38 1.64 1.91 1.66 1.82 9.6

Kristall MinskKristall Vodka 3.46 3.82 4.11 4.51 4.92 9.1

aguardiente nectar LaEmpresaCundinamarca Aguardiente 1.31 1.37 1.31 1.39 1.51 8.8

yamskaya CEDC Vodka n/a n/a 2.16 2.40 2.61 8.8

Tanduay TanduayDistillers Rum 12.40 14.43 16.29 16.92 18.36 8.5

nemanoff GrodnenskyLikerovodochny Vodka 0.58 0.64 0.84 0.96 1.04 8.3

Millionaires Club 2011: Fastest Growing Regional BrandsBranD oWner CaTeGory 2006 2007 2008 2009 2010 % +/-

stock Prestige StockSpiritsGroup Vodka 0.00 0.00 0.00 0.20 1.00 400.0

Black nikka AsahiBreweries Whisky–Japanese 1.47 1.11 1.23 1.36 1.75 28.4

suntory Kakubin Suntory Whisky–Japanese 1.60 1.59 1.91 2.18 2.79 28.0

amaro ramazzotti PernodRicard Bitters 1.27 1.18 1.22 1.00 1.23 23.0

aperol GruppoCampari Bitters 1.00 1.15 1.30 1.65 1.95 18.2

Buchanan’s Diageo Whisky–Scotch 1.30 1.60 1.50 1.30 1.50 15.4

myagkov SYGroup Vodka 2.44 2.41 1.23 1.37 1.58 15.0

Zubrowka CEDC Vodka n/a 1.00 1.00 1.03 1.18 14.6

Black Velvet ConstellationBrands Whisky–Canadian 2.11 1.91 1.96 2.04 2.07 1.5


Indian whisky is becoming increasingly dominant in the rankings of leading whisky brands. Despite returning to growth, the number-one selling

whisky in 2008, Johnnie Walker, has now moved down to third, following the continued dynamic growth of ABD’s Officer’s Choice. Indian whisky accounted for seven of the 10 leading whisky brands by volume in 2010.

This is despite scotch brands generally having a good year, although many of them are still below their 2007 or 2008 peaks. Although it is strong in emerging markets such as Asia, Johnnie Walker’s growth was held back by declines in the key markets of the US and Spain, while J&B also continued to suffer from its overexposure to Spain.

In contrast, Buchanan’s benefitted from strong growth in the US and Latin America, and Bell’s saw good growth

thanks to Russia and South Africa.Pernod Ricard’s portfolio of scotch was

more a mixed bag, with good growth from Ballantine’s and Chivas Regal, due to their exposure to Asia Pacific markets such as China. This was countered by the continued decline of its 100 Pipers brand, caused by ongoing difficulties in its main market of Thailand.

While showing some growth, Bacardi’s Dewar’s suffered from its overexposure to sluggish, mature western markets, notably the US.

The French market is by far scotch whisky’s largest by volume according to the Scotch Whisky Association, its 164.5 million 70cl bottles in 2010 representing more than 15% of the total. Brands with good exposure here all seemed to grow, including Grant’s and William Peel.

Of the other international whisky categories, the American brands saw


mixed results. Jack Daniel’s suffered due to struggles in its domestic market, with exports being key to its 2010 growth. Its suffering was in part due to the contrasting performance of Jim Beam, which saw relatively strong growth in the US, thanks to the launch of its cherry-flavoured Red Stag variant and the relaunch of Black Label.

Yet both major American whiskey brands suffered, as did the category, from US consumers moving into Irish whiskey – in particular Jameson, which grew by 16%, primarily due to booming US sales.

Fastest growersIt is perhaps no surprise that an Indian whisky leads the fastest growth table, or indeed that its brands dominate the table, due to the continued boom in the category.

What is perhaps more surprising is the fact that two Japanese brands are ranked as high as fourth and fifth, each

Millionaires

Millionaires Club 2011: Top 30 WhiskiesBRAND OWNER CATEGORY 2006 2007 2008 2009 2010 % +/- STATUS

Bagpiper UnitedSpirits Whisky–Indian 13.02 13.95 15.41 16.26 16.39 0.8 Domestic/Local

Officer’s Choice AlliedBlenders&Distillers Whisky–Indian 5.01 6.60 9.50 12.00 16.00 33.3 Domestic/Local

Johnnie Walker Diageo Whisky–Scotch 14.30 15.80 16.30 14.50 15.90 9.7 International

McDowell’s No.1 UnitedSpirits Whisky–Indian 8.65 11.46 13.39 13.52 14.32 5.9 Domestic/Local

Royal Stag PernodRicard Whisky–Indian 4.24 5.63 6.76 8.40 10.39 23.7 Domestic/Local

Original Choice JohnDistilleries Whisky–Indian 4.12 6.41 8.84 10.21 10.32 1.1 Domestic/Local

Jack Daniel’s Brown-Forman Whiskey–US-Tennessee 8.94 9.33 9.51 9.57 9.95 3.9 International

Old Tavern UnitedSpirits Whisky–Indian 2.55 2.84 4.77 6.84 9.08 32.7 Domestic/Local

Ballantine’s PernodRicard Whisky–Scotch 5.62 6.17 6.50 5.76 6.18 7.3 International

Imperial Blue PernodRicard Whisky–Indian 2.51 3.13 3.83 4.83 6.11 26.5 Domestic/Local

Jim Beam BeamGlobalSpirits&Wine Whiskey–US-Bourbon 5.12 5.24 5.16 5.08 5.30 4.3 International

Crown Royal Diageo Whisky–Canadian 4.70 5.00 5.10 4.80 5.00 4.2 International

William Grant’s WilliamGrant&Sons Whisky–Scotch 4.39 4.79 4.97 4.78 4.99 4.3 International

J&B Rare Diageo Whisky–Scotch 5.90 5.90 5.90 4.90 4.90 0.0 International

Hayward’s UnitedSpirits Whisky–Indian 2.17 2.31 2.77 4.06 4.65 14.5 Domestic/Local

Director’s Special UnitedSpirits Whisky–Indian 3.77 3.69 4.00 4.39 4.54 3.4 Domestic/Local

Chivas Regal PernodRicard Whisky–Scotch 3.95 4.37 4.57 3.87 4.50 16.3 International

8PM RadicoKhaitan Whisky–Indian 4.15 4.16 3.76 3.18 3.94 23.9 Domestic/Local

Dewar’s Bacardi Whisky–Scotch 3.40 3.50 3.41 3.24 3.27 0.9 International

Jameson PernodRicard Whiskey–Irish 2.18 2.48 2.73 2.74 3.17 15.7 International

Director’s Special BlackUnitedSpirits Whisky–Indian 0.90 1.34 1.77 2.03 2.88 41.9 Domestic/Local

Blenders Pride PernodRicard Whisky–Indian 1.17 1.51 1.92 2.31 2.82 22.1 Domestic/Local

Kakubin Suntory Whisky–Japanese 1.60 1.59 1.91 2.18 2.79 28.0 Regional

McDowell’s Green LabelUnitedSpirits Whisky–Indian 1.85 1.83 1.70 1.99 2.53 27.1 Domestic/Local

Bell’s Diageo Whisky–Scotch 2.00 2.30 2.20 2.30 2.50 8.7 International

William Peel Belvédère Whisky–Scotch 1.76 1.78 2.12 2.35 2.50 6.4 Domestic/Local

Seagram’s 7 Crown Diageo Whiskey–US-Other 2.50 2.50 2.50 2.40 2.40 0.0 Regional

Label 5 LaMartiniquaise Whisky–Scotch 1.74 1.91 1.98 2.16 2.27 5.1 International

Gold Riband UnitedSpirits Whisky–Indian 1.72 1.63 1.84 2.68 2.25 -16.0 Domestic/Local

Black Velvet ConstellationBrands Whisky–Canadian 2.11 1.91 1.96 2.04 2.07 1.5 Regional

Volume: Millions of 9-litre cases

Drinks international 23JULY 2011 Drinksint.com MILLIONAIRES SUPPLEMENT

with significant growth of 28%, driven by the growing trend among Japanese consumers for drinking Highballs (the fashionable long drink, Japanese whisky mixed with soda water on ice).

Further down the list two brands saw surprisingly good growth considering the markets they are in – Maker’s Mark bourbon and High Commissioner Scotch, with growth of 16% and 10% respectively.

The former is a premium small-batch bourbon but has successfully captured the trend for some bourbon consumers looking to trade up. High Commissioner’s growth has been thanks to its clever price positioning at the economy end of the market, which has helped it to gain strong distribution.

Millionaires Club 2011: Fastest Growing WhiskiesBRAND OWNER CATEGORY 2006 2007 2008 2009 2010 % +/- STATUS

Director’s Special Black UnitedSpirits Whisky–Indian 0.90 1.34 1.77 2.03 2.88 41.9 Domestic/Local

Officer’s Choice AlliedBlenders&Distillers Whisky–Indian 5.01 6.60 9.50 12.00 16.00 33.3 Domestic/Local

Old Tavern UnitedSpirits Whisky–Indian 2.55 2.84 4.77 6.84 9.08 32.7 Domestic/Local

Black Nikka AsahiBreweries Whisky–Japanese 1.47 1.11 1.23 1.36 1.75 28.4 Regional

Kakubin Suntory Whisky–Japanese 1.60 1.59 1.91 2.18 2.79 28.0 Regional

McDowell’s Green Label UnitedSpirits Whisky–Indian 1.85 1.83 1.70 1.99 2.53 27.1 Domestic/Local

Imperial Blue PernodRicard Whisky–Indian 2.51 3.13 3.83 4.83 6.11 26.5 Domestic/Local

8PM RadicoKhaitan Whisky–Indian 4.15 4.16 3.76 3.18 3.94 23.9 Domestic/Local

Royal Stag PernodRicard Whisky–Indian 4.24 5.63 6.76 8.40 10.39 23.7 Domestic/Local

Blenders Pride PernodRicard Whisky–Indian 1.17 1.51 1.92 2.31 2.82 22.1 Domestic/Local

Chivas Regal PernodRicard Whisky–Scotch 3.95 4.37 4.57 3.87 4.50 16.3 International

Signature UnitedSpirits Whisky–Indian 0.58 0.76 0.99 1.14 1.32 15.8 Domestic/Local

Jameson PernodRicard Whiskey–Irish 2.18 2.48 2.73 2.74 3.17 15.7 International

Maker’s Mark BeamGlobalSpirits&Wine Whiskey–US-Bourbon 0.72 0.79 0.85 0.89 1.03 15.7 Domestic/Local

Buchanan’s Diageo Whisky–Scotch 1.30 1.60 1.50 1.30 1.50 15.4 Regional

Hayward’s UnitedSpirits Whisky–Indian 2.17 2.31 2.77 4.06 4.65 14.5 Domestic/Local

High Commissioner GlenCatrine Whisky–Scotch 0.50 0.60 0.90 1.00 1.10 10.0 Domestic/Local

Johnnie Walker Diageo Whisky–Scotch 14.30 15.80 16.30 14.50 15.90 9.7 International

Teacher’s Highland CreamBeamGlobalSpirits&Wine Whisky–Scotch 1.84 1.98 1.96 1.73 1.89 9.2 International

Sir Edward’s Bardinet Whisky–Scotch 1.26 1.27 1.05 1.09 1.19 9.0 International

Bell’s Diageo Whisky–Scotch 2.00 2.30 2.20 2.30 2.50 8.7 International

Ballantine’s PernodRicard Whisky–Scotch 5.62 6.17 6.50 5.76 6.18 7.3 International

William Peel Belvédère Whisky–Scotch 1.76 1.78 2.12 2.35 2.50 6.4 Domestic/Local

William Lawson’s Bacardi Whisky–Scotch 1.30 1.30 1.50 1.59 1.69 6.3 International

McDowell’s No.1 UnitedSpirits Whisky–Indian 8.65 11.46 13.39 13.52 14.32 5.9 Domestic/Local

Label 5 LaMartiniquaise Whisky–Scotch 1.74 1.91 1.98 2.16 2.27 5.1 International

Evan Williams HeavenHill Whiskey–US-Bourbon 0.98 1.03 1.05 1.24 1.29 4.5 Domestic/local

Jim Beam BeamGlobalSpirits&Wine Whiskey–US-Bourbon 5.12 5.24 5.16 5.08 5.30 4.3 International

William Grant’s WilliamGrant&Sons Whisky–Scotch 4.39 4.79 4.97 4.78 4.99 4.3 International

Crown Royal Diageo Whisky–Canadian 4.70 5.00 5.10 4.80 5.00 4.2 International

Jack Daniel’s Brown-Forman Whiskey–US-Tennessee 8.94 9.33 9.51 9.57 9.95 3.9 International

Director’s Special UnitedSpirits Whisky–Indian 3.77 3.69 4.00 4.39 4.54 3.4 Domestic/Local

Canadian Club BeamGlobalSpirits&Wine Whisky–Canadian 2.07 2.04 1.96 1.89 1.92 1.6 International

Black Velvet ConstellationBrands Whisky–Canadian 2.11 1.91 1.96 2.04 2.07 1.5 Regional

Original Choice JohnDistilleries Whisky–Indian 4.12 6.41 8.84 10.21 10.32 1.1 Domestic/Local

Dewar’s Bacardi Whisky–Scotch 3.40 3.50 3.41 3.24 3.27 0.9 International



Millionaires

Millionaires Club 2011: Whiskies – IndiaBRAND OWNER 2006 2007 2008 2009 2010 % +/- STATUS

Bagpiper UnitedSpirits 13.02 13.95 15.41 16.26 16.39 0.8 Domestic/Local

Officer’s Choice AlliedBlenders&Distillers 5.01 6.60 9.50 12.00 16.00 33.3 Domestic/Local

McDowell’s No.1 UnitedSpirits 8.65 11.46 13.39 13.52 14.32 5.9 Domestic/Local

Royal Stag PernodRicard 4.24 5.63 6.76 8.40 10.39 23.7 Domestic/Local

Original Choice JohnDistilleries 4.12 6.41 8.84 10.21 10.32 1.1 Domestic/Local

Old Tavern UnitedSpirits 2.55 2.84 4.77 6.84 9.08 32.7 Domestic/Local

Imperial Blue PernodRicard 2.51 3.13 3.83 4.83 6.11 26.5 Domestic/Local

Hayward’s UnitedSpirits 2.17 2.31 2.77 4.06 4.65 14.5 Domestic/Local

Director’s Special UnitedSpirits 3.77 3.69 4.00 4.39 4.54 3.4 Domestic/Local

8PM RadicoKhaitan 4.15 4.16 3.76 3.18 3.94 23.9 Domestic/Local

Director’s Special Black UnitedSpirits 0.90 1.34 1.77 2.03 2.88 41.9 Domestic/Local

Blenders Pride PernodRicard 1.17 1.51 1.92 2.31 2.82 22.1 Domestic/Local

McDowell’s Green Label UnitedSpirits 1.85 1.83 1.70 1.99 2.53 27.1 Domestic/Local

Gold Riband UnitedSpirits 1.72 1.63 1.84 2.68 2.25 -16.0 Domestic/Local

Signature UnitedSpirits 0.58 0.76 0.99 1.14 1.32 15.8 Domestic/Local

Royal Challenge UnitedSpirits 1.03 1.17 1.29 1.27 1.16 -8.7 Domestic/Local

Millionaires Club 2011: Whiskies – North AmericaBRAND OWNER 2006 2007 2008 2009 2010 % +/- STATUS

Jack Daniel’s Brown-Forman 8.94 9.33 9.51 9.57 9.95 3.9 International

Jim Beam BeamGlobalSpirits&Wine 5.12 5.24 5.16 5.08 5.30 4.3 International

Crown Royal Diageo 4.70 5.00 5.10 4.80 5.00 4.2 International

Seagram’s 7 Crown Diageo 2.50 2.50 2.50 2.40 2.40 0.0 Regional

Black Velvet ConstellationBrands 2.11 1.91 1.96 2.04 2.07 1.5 Regional

Canadian Club BeamGlobalSpirits&Wine 2.07 2.04 1.96 1.89 1.92 1.6 International

Canadian Mist Brown-Forman 1.98 1.91 1.87 1.84 1.75 -4.8 Domestic/Local

Evan Williams HeavenHill 0.98 1.03 1.05 1.24 1.29 4.5 Domestic/local

Seagram’s VO Diageo 1.30 1.30 1.30 1.20 1.20 0.0 Regional

Maker’s Mark BeamGlobalSpirits&Wine 0.72 0.79 0.85 0.89 1.03 15.7 Domestic/Local

Windsor BeamGlobalSpirits&Wine 1.00 0.98 0.98 1.01 1.01 0.0 Regional

Millionaires Club 2011: Whiskies – Other countriesBRAND OWNER 2006 2007 2008 2009 2010 % +/- STATUS

Jameson PernodRicard 2.18 2.48 2.73 2.74 3.17 15.7 International

Kakubin Suntory 1.60 1.59 1.91 2.18 2.79 28.0 Regional

Black Nikka AsahiBreweries 1.47 1.11 1.23 1.36 1.75 28.4 Regional

DYC BeamGlobalSpirits&Wine 1.42 1.43 1.22 1.19 1.17 -1.7 Domestic/Local

Millionaires Club 2011: Whiskies – ScotlandBRAND OWNER 2006 2007 2008 2009 2010 % +/- STATUS

Johnnie Walker Diageo 14.30 15.80 16.30 14.50 15.90 9.7 International

Ballantine’s PernodRicard 5.62 6.17 6.50 5.76 6.18 7.3 International

William Grant’s WilliamGrant&Sons 4.39 4.79 4.97 4.78 4.99 4.3 International

J&B Rare Diageo 5.90 5.90 5.90 4.90 4.90 0.0 International

Chivas Regal PernodRicard 3.95 4.37 4.57 3.87 4.50 16.3 International

Dewar’s Bacardi 3.40 3.50 3.41 3.24 3.27 0.9 International

William Peel Belvédère 1.76 1.78 2.12 2.35 2.50 6.4 Domestic/Local

Bell’s Diageo 2.00 2.30 2.20 2.30 2.50 8.7 International

Label 5 LaMartiniquaise 1.74 1.91 1.98 2.16 2.27 5.1 International

Teacher’s Highland Cream BeamGlobalSpirits&Wine 1.84 1.98 1.96 1.73 1.89 9.2 International

Clan Campbell PernodRicard 1.56 1.64 1.72 1.76 1.76 0.0 Regional

100 Pipers PernodRicard 2.94 2.50 2.25 2.03 1.73 -14.8 International

William Lawson’s Bacardi 1.30 1.30 1.50 1.59 1.69 6.3 International

Buchanan’s Diageo 1.30 1.60 1.50 1.30 1.50 15.4 Regional

Sir Edward’s Bardinet 1.26 1.27 1.05 1.09 1.19 9.0 International

Clan MacGregor WilliamGrant&Sons 1.22 1.26 1.32 1.32 1.15 -12.9 Regional

High Commissioner GlenCatrine 0.50 0.60 0.90 1.00 1.10 10.0 Domestic/Local


Drinks international 27July 2011 Drinksint.com millionaires suPPlemenT

Smirnoff comfortably remained the leading vodka brand in the world in 2010, despite seeing only minimal growth during the year.

The brand suffered in its key markets, with declines in the UK and a continued struggle in the US against cheaper variants, with brands such as Svedka still seeing strong growth and taking share from the brand leader.

Beneath Smirnoff there was quite a

bit of change in the rankings. Ukrainian brand Khlibniy Dar continued to see strong growth of 20% (equating to more than two million cases) to become the category’s second biggest brand. The company has done this via taking share in its domestic market, especially from the former Ukrainian leader, Khortytsa, but also through exporting the brand to its neighbours such as Russia and Belarus.

Khlibniy Dar overtook the Russian-focused Zelenaya Marka

Millionaires Club 2011: Top 30 VodkasBranD oWner 2006 2007 2008 2009 2010 % +/- sTaTus

smirnoff Diageo 23.00 24.30 25.70 24.00 24.30 1.3 International

Khlibniy Dar BayaderaGroup 1.55 3.57 6.63 10.20 12.30 20.6 Domestic/Local

absolut PernodRicard 9.80 10.73 10.73 10.03 10.90 8.7 International

Zelenaya marka (Green mark) CEDC 7.30 8.10 11.97 11.25 10.85 -3.6 Domestic/Local

nemiroff NemiroffUkrainianVodkaCompany 7.80 8.89 8.55 9.10 9.21 1.2 International

Khortytsa KhortytsaDistillery 8.10 9.40 9.60 9.25 9.00 -2.7 International

Czysta de luxe (ZG) StockSpiritsGroup n/a 0.08 1.87 5.39 6.40 18.7 Domestic/Local

Pyat ozer AlcoholSiberianGroup 2.38 6.04 6.50 6.10 6.30 3.3 Domestic/Local

Kristall MinskKristall 3.46 3.82 4.11 4.51 4.92 9.1 Domestic/Local

Belenkaya SYGroup 1.89 2.04 2.25 2.81 4.92 74.7 Domestic/Local

Grey Goose Bacardi 3.00 3.60 3.60 3.46 3.65 5.5 International

svedka ConstellationBrands 1.02 1.53 2.10 2.90 3.41 17.6 Domestic/Local

skyy GruppoCampari 2.70 2.90 3.15 3.25 3.35 3.1 International

stolichnaya Sojuzplodimport(SPISpirits) 3.10 3.33 3.20 3.00 3.12 4.0 International

sobieski Belvédère 2.15 2.50 2.75 3.00 3.05 1.7 International

Finlandia Brown-Forman 2.30 2.75 3.05 3.01 2.96 -1.6 International

absolwent CEDC 4.04 4.12 4.18 3.70 2.80 -24.3 Domestic/Local

yamskaya CEDC n/a n/a 2.16 2.40 2.61 8.8 Domestic/Local

russian standard Roust 1.35 1.90 2.10 2.20 2.50 13.6 International

Parliament CEDC 2.03 2.70 3.08 2.50 2.40 -4.0 Regional

eristoff Bacardi 1.50 1.70 1.80 1.90 2.27 19.5 International

Zhuravli CEDC n/a n/a 2.55 2.36 2.15 -8.9 Domestic/Local

Glen’s GlenCatrine 1.70 1.70 1.80 1.90 2.10 10.5 Domestic/Local

Ketel one NoletSpirits 1.87 1.88 1.90 1.80 2.00 11.1 Domestic/Local

Krupnik Belvédère n/a n/a n/a n/a 1.90 n/a Domestic/Local

White mischief UnitedSpirits 1.12 1.26 1.57 1.90 1.87 -1.6 Domestic/Local

Wyborowa PernodRicard 1.17 1.78 2.32 2.12 1.83 -13.7 International

magic moments RadicoKhaitan n/a 0.25 0.58 0.86 1.82 111.6 Domestic/Local

Zoladkowa Gorzka StockSpiritsGroup 1.19 1.36 1.71 1.80 1.80 0.0 Domestic/Local

1906 StockSpiritsGroup n/a 0.74 0.83 1.39 1.70 22.3 Domestic/Local

Millionaires


The company with the most

millionaire vodka brands

is CeDC, its eight brands

achieving a combined

volume in 2010 of 24.91m

cases – a little more than

smirnoff, topping the table

on its own at 24.3m cases.

p28


Millionaires Club 2011: Fastest Growing VodkasBranD oWner 2006 2007 2008 2009 2010 % +/- sTaTus

stock Prestige StockSpiritsGroup 0.00 0.00 0.00 0.20 1.00 400.0 Regional

istynna OlimpCorp n/a n/a n/a 0.50 1.63 226.0 Domestic/Local

magic moments RadicoKhaitan n/a 0.25 0.58 0.86 1.82 111.6 Domestic/Local

Belenkaya SYGroup 1.89 2.04 2.25 2.81 4.92 74.7 Domestic/Local

luksusowa PernodRicard 1.15 1.47 1.76 0.87 1.14 31.0 Domestic/Local

romanov UnitedSpirits 0.81 0.98 1.17 1.25 1.59 27.2 Domestic/Local

1906 StockSpiritsGroup n/a 0.74 0.83 1.39 1.70 22.3 Domestic/Local

Khlibniy Dar BayaderaGroup 1.55 3.57 6.63 10.20 12.30 20.6 Domestic/Local

eristoff Bacardi 1.50 1.70 1.80 1.90 2.27 19.5 International

Czysta de luxe (ZG) StockSpiritsGroup n/a 0.08 1.87 5.39 6.40 18.7 Domestic/Local

svedka ConstellationBrands 1.02 1.53 2.10 2.90 3.41 17.6 Domestic/Local

myagkov SYGroup 2.44 2.41 1.23 1.37 1.58 15.0 Regional

Zubrowka CEDC n/a 1.00 1.00 1.03 1.18 14.6 Regional

russian standard Roust 1.35 1.90 2.10 2.20 2.50 13.6 International

Ketel one NoletSpirits 1.87 1.88 1.90 1.80 2.00 11.1 Domestic/Local

Glen’s GlenCatrine 1.70 1.70 1.80 1.90 2.10 10.5 Domestic/Local

Gorbatschow Henkell&Söhnlein 1.21 1.46 1.09 1.27 1.40 10.2 Domestic/Local

Kristall MinskKristall 3.46 3.82 4.11 4.51 4.92 9.1 Domestic/Local

yamskaya CEDC n/a n/a 2.16 2.40 2.61 8.8 Domestic/Local

absolut PernodRicard 9.80 10.73 10.73 10.03 10.90 8.7 International

nemanoff GrodnenskyLikerovodochny 0.58 0.64 0.84 0.96 1.04 8.3 Domestic/Local

Prime OlimpCorp 0.16 0.94 1.51 1.51 1.60 6.0 Domestic/Local

Three olives ProximoSpirits 0.63 0.85 1.10 1.25 1.32 5.6 Domestic/Local

Kamchatka BeamGlobalSpirits&Wine 0.90 0.94 0.94 1.00 1.05 5.5 Domestic/Local

Grey Goose Bacardi 3.00 3.60 3.60 3.46 3.65 5.5 International

stolichnaya Sojuzplodimport(SPISpirits) 3.10 3.33 3.20 3.00 3.12 4.0 International

Pyat ozer AlcoholSiberianGroup 2.38 6.04 6.50 6.10 6.30 3.3 Domestic/Local

skyy GruppoCampari 2.70 2.90 3.15 3.25 3.35 3.1 International

sobieski Belvédère 2.15 2.50 2.75 3.00 3.05 1.7 International

smirnoff Diageo 23.00 24.30 25.70 24.00 24.30 1.3 International

nemiroff NemiroffUkrainianVodkaCompany 7.80 8.89 8.55 9.10 9.21 1.2 International

Millionaires


brand, which fell to fourth following a decline for a second year. It must be a concern for the brand’s owners, CEDC, that it looks as if it may be going the way of so many standard and economy vodka brands in Russia of rapid growth followed by decline as consumers switch.

Zelenaya Marka’s decline, combined with Absolut’s return to growth, allowed the Swedish brand to move into third position. Given its maturity, the Pernod Ricard brand saw healthy growth thanks to a return to positive figures in its core US market, as well as continued strong growth in a large number of markets

around the world, such as Mexico and France. The Absolut brand is clearly benefitting from strong international distribution.

Other international brands returned to growth – in part as a bounce back from destocking issues in 2008 and 2009. The one brand that did not do so was Brown-Forman’s Finlandia, which saw a slight decline, due in part at least to its change of distributor by the manufacturer in one of its key markets, Russia.

Other points of interest include the entry of the significant Belarusian brand Kristall and the continued

growth of Cyzsta de Luxe in Poland. The phenomenal growth in 2009 of the Stock Spirits flagship hit many other local Polish brands – something it continued to do in part in 2010, as witnessed by the continued decline of CEDC’s Absolwent brand.

Fastest growersStock Spirits’ continuing new product development has allowed its new, more premium vodka brand Stock Prestige to lead the Fastest Growing chart. Growth of 400%, albeit from a low base, shows the company’s marketing ability in tapping into consumer trends, especially in Poland.

The category’s second fastest growing brand, Istynna, from Ukraine’s Olimp, seems effectively to have replaced the company’s Bilen’ka brand, which dropped out of the Millionaires table with volumes falling by 1.5 million cases in 2010. Third place in the fastest growth table is claimed by Radico Khaitan’s Magic Moments, showing the sheer dynamism of the category in India, which grew by 19% in 2010.

at +74.7%, the fastest

growing vodka that was

already a millionaire brand

was sy Group’s moscow-

produced Belenkaya.


Millionaires Club 2011: International VodkasBranD oWner 2006 2007 2008 2009 2010 % +/-

smirnoff Diageo 23.00 24.30 25.70 24.00 24.30 1.3

absolut PernodRicard 9.80 10.73 10.73 10.03 10.90 8.7

nemiroff NemiroffUkrainianVodkaCompany 7.80 8.89 8.55 9.10 9.21 1.2

Khortytsa KhortytsaDistillery 8.10 9.04 9.60 9.25 9.00 -2.7

Grey Goose Bacardi 3.00 3.60 3.60 3.46 3.65 5.5

skyy GruppoCampari 2.70 2.90 3.15 3.25 3.35 3.1

stolichnaya Sojuzplodimport(SPISpirits) 3.10 3.33 3.20 3.00 3.12 4.0

sobieski Belvédère 2.15 2.50 2.75 3.00 3.05 1.7

Finlandia Brown-Forman 2.30 2.75 3.05 3.01 2.96 -1.6

russian standard Roust 1.35 1.90 2.10 2.20 2.50 13.6

eristoff Bacardi 1.50 1.70 1.80 1.90 2.27 19.5

Wyborowa PernodRicard 1.17 1.78 2.32 2.12 1.83 -13.7

Millionaires Club 2011: Regional VodkasBranD oWner 2006 2007 2008 2009 2010 % +/-

Parliament CEDC 2.03 2.70 3.08 2.50 2.40 -4.0

Bols CEDC 1.40 1.67 1.85 1.85 1.60 -13.5

myagkov SYGroup 2.44 2.41 1.23 1.37 1.58 15.0

soplica CEDC 1.06 1.29 1.47 1.40 1.32 -5.7

Gordon’s Vodka Diageo 1.40 1.30 1.30 1.30 1.30 0.0

Zubrowka CEDC n/a 1.00 1.00 1.03 1.18 14.6

stock Prestige StockSpiritsGroup 0.00 0.00 0.00 0.20 1.00 400.0

Millionaires Club 2011: Top 20 Domestic/Local VodkasBranD oWner 2006 2007 2008 2009 2010 % +/-

Khlibniy Dar BayaderaGroup 1.55 3.57 6.63 10.20 12.30 20.6

Zelenaya marka (Green mark) CEDC 7.30 8.10 11.97 11.25 10.85 -3.6

Czysta de luxe (ZG) StockSpiritsGroup n/a 0.08 1.87 5.39 6.40 18.7

Pyat ozer AlcoholSiberianGroup 2.38 6.04 6.50 6.10 6.30 3.3

Kristall MinskKristall 3.46 3.82 4.11 4.51 4.92 9.1

Belenkaya SYGroup 1.89 2.04 2.25 2.81 4.92 74.7

svedka ConstellationBrands 1.02 1.53 2.10 2.90 3.41 17.6

absolwent CEDC 4.04 4.12 4.18 3.70 2.80 -24.3

yamskaya CEDC n/a n/a 2.16 2.40 2.61 8.8

Zhuravli CEDC n/a n/a 2.55 2.36 2.15 -8.9

Glen’s GlenCatrine 1.70 1.70 1.80 1.90 2.10 10.5

Ketel one NoletSpirits 1.87 1.88 1.90 1.80 2.00 11.1

Krupnik Belvédère n/a n/a n/a n/a 1.90 n/a

White mischief UnitedSpirits 1.12 1.26 1.57 1.90 1.87 -1.6

magic moments RadicoKhaitan n/a 0.25 0.58 0.86 1.82 111.6

Zoladkowa Gorzka StockSpiritsGroup 1.19 1.36 1.71 1.80 1.80 0.0

1906 StockSpiritsGroup n/a 0.74 0.83 1.39 1.70 22.3

istynna OlimpCorp n/a n/a n/a 0.50 1.63 226.0

Prime OlimpCorp 0.16 0.94 1.51 1.51 1.60 6.0

romanov UnitedSpirits 0.81 0.98 117 1.25 1.59 27.2

Millionaires


international vodkas reflect

the economic times. in last

year’s millionaires tables

(volumes for 2009), seven

of the 12 international

vodkas were in negative

growth. This year (2010

volumes) the trend is

positive, with nine brands

showing growth.


In 2010, for the first time in six years, the world’s leading rum brand Bacardi returned to growth, with volumes up 4%. To what extent that is just a bounce back

from destocking caused by the recent recession, time will tell. However, Bacardi still faces the same fundamental issues of maturity in its core western markets and the increasing interest of consumers globally in dark and golden rum.

The brand’s number one spot came under increased pressure in 2010 from local Filipino brand Tanduay, which grew by 9% during the year. It is debatable how sustainable Tanduay’s volumes will prove to be – benefiting though it did from a growing economy, it received a particular boost from the country holding two major national elections during the year. Elections boost alcohol consumption in the Philippines as it is given away and

consumed at election rallies, and later at victory celebrations.

Diageo’s rum brands performed relatively poorly during the year. Its Cacique saw static volumes, primarily due to sharp declines in Spain caused by a mixture of the effects of the recession and the launch of a Cacique RTD variant.

More concerning must be the slowing of the growth of Diageo’s global Captain Morgan brand. Volumes seem to be coming under increasing pressure in the dominant US market where it is losing volumes to cheaper variants. Equally importantly, its main growth driver of persuading beer consumers to switch to the brand has virtually stopped as financially stricken US consumers turned back to, or remained with, beer.

Diageo is increasingly reliant on Captain Morgan’s smaller markets in Europe and elsewhere for growth, but

these are struggling to make up for the tough US market.

Pernod Ricard’s Havana Club range performed better in 2010 with 15% growth, thanks to strength in the brand’s domestic market, as well as France, Germany and Chile.

Unsurprisingly Indian rums continued to play a major part, accounting for seven of the 15 brands. More surprisingly, not all of them saw growth. This is perhaps due to the dynamic growth of the largest Indian rum brand, McDowell’s No.1 Celebration – which added 2.7 million cases to its already dominant volumes – and the addition to the list of the rum variant of its well-known Bagpiper whisky.

In Latin America, cachaça continued steady progress, mainly due to the maturity of the domestic market, which dominates sales to the extent that only about 1.5% of production is exported. All brands were either static or saw low single-digit growth – the strongest being Pitú – although this was an improvement on last year and helped by consumers in the region returning having switched to beer during the economic difficulties of the preceding two years.

Millionaires Club 2011: RumBranD oWner 2006 2007 2008 2009 2010 % +/- sTaTus

Bacardi Bacardi 20.00 19.90 19.64 18.60 19.28 3.7 International

Tanduay TanduayDistillers 12.40 14.43 16.29 16.92 18.36 8.5 Domestic/Local

mcDowell’s no.1 Celebration UnitedSpirits 6.17 7.63 9.67 11.17 13.89 24.4 Domestic/Local

Captain morgan Diageo 7.30 7.80 8.30 8.60 8.70 1.2 International

Havana Club PernodRicard 2.61 3.00 3.40 3.28 3.77 14.9 International

Contessa RadicoKhaitan 2.50 2.08 2.20 2.56 2.37 -7.4 Domestic/Local

old Cask UnitedSpirits 1.45 1.28 1.72 2.21 2.11 -4.5 Domestic/Local

old Port rum AmrutDistilleries 1.38 1.64 1.91 1.66 1.82 9.6 Domestic/Local

montilla PernodRicard 2.72 2.67 2.73 1.95 1.80 -7.7 Domestic/Local

Cacique Diageo 1.80 1.70 1.70 1.80 1.80 0.0 Regional

Bagpiper rum UnitedSpirits n/a n/a n/a 1.13 1.52 46.5 Domestic/Local

madira XXX TilaknagarIndustries n/a 0.02 0.18 0.82 1.28 56.1 Domestic/Local

appleton jamaica rum Wray&Nephew 1.13 1.14 1.15 1.19 1.16 -2.8 International

Castillo Bacardi 1.40 1.30 1.20 1.11 1.08 -2.7 Regional

old adventurer UnitedSpirits 1.22 1.12 1.20 1.23 1.05 -14.6 Domestic/Local

Millionaires Club 2011: CachaçaBranD oWner 2006 2007 2008 2009 2010 % +/- sTaTus

Pirassununga 51 CompanhiaMüllerdeBebidas 22.61 21.50 21.98 19.50 19.50 0.0 International

Pitú EngarrafamentoPitú 8.53 9.31 9.51 9.60 10.10 5.2 International

Velho Barreiro Tatuzinho 7.08 7.15 7.40 7.70 8.00 3.9 International

ypioca GrupoYpioca 7.10 7.13 7.05 6.83 6.89 0.9 Domestic/Local


Millionaires

A ll four cognac Millionaire brands saw growth during 2010 – a welcome turnaround from the record of recent years.

Having lost volumes in the previous couple of years, Pernod Ricard’s Martell surged back with growth of 20%, primarily due to the brand’s strong exposure to China and other markets in Asia Pacific. It is perhaps thanks to this that Martell is the only cognac brand with 2010 volumes greater than its pre-recession peak.

Booming sales in China and Asia helped the category’s largest brand, Hennessy, grow by nearly 10%. Hennessy also benefited from a recovery of volumes in core western markets. Yet its greater size and exposure to the more mature markets of North America and western Europe slowed its rate of growth.


Millionaires Club 2011: CognacBRAND OWNER 2006 2007 2008 2009 2010 % +/- STATUS

Hennessy LVMH 4.32 4.74 4.49 4.25 4.65 9.5 International

Martell PernodRicard 1.46 1.61 1.54 1.46 1.75 19.9 International

Rémy Martin* RémyCointreau 1.73 1.84 1.48 1.55 1.65 6.1 International

Courvoisier BeamGlobalSpirits&Wine 1.14 1.17 1.19 1.02 1.20 17.6 International

*Data from Rémy Cointreau annual reports 12 months Apr 2010-Mar 2011

Millionaires

Courvoisier’s strong growth in 2010 was primarily due to its core US and UK markets.

In the UK, Beam Global continues to invest £15 million annually in promotion and support for Courvoisier, instigating a mixability platform that is getting results in both the off and on-trades. The strength of Courvoisier and Hennessy in these western markets looks to have dampened the growth of Rémy Martin. The brand’s 6% growth was driven by its exposure to China and other Asian countries, but it seems to have lost volumes in high volume markets such as the US and UK.

Indian brandy dominatesBrandy is increasingly dominated by Indian brands in numbers as well as being

the category leading the rankings. This is primarily due to Indian brandy sales accounting for more than 25% of the category’s global sales and the concentration of the market compared with others.

United Spirits’ McDowell’s No.1 is by a very long way the world’s biggest brandy. In 2010 it surged through the 11 million case barrier with growth of 25.2%, yet rival brands have each seen dramatic growth: second placed Mansion House up 36% and Radico Khaitan’s Old Admiral up by 65%.

Apart from Indian brandies, the only other brand above the 3

million case mark, Campari’s Brazilian brand Dreher, returned to growth as consumers traded back into the category.

More interesting has been the arrival of an International brand into this year’s brandy Millionaires list. While a relatively small player, Torres – produced by the Spanish wine producer Miguel Torres – is well-known and has substantial sales not just in Spain but also Latin America.


Millionaires Club 2011: BrandyBRAND OWNER CATEGORY 2006 2007 2008 2009 2010 % +/- STATUS

McDowell’s No.1 UnitedSpirits Brandy–Indian 5.99 7.64 7.53 9.22 11.54 25.2 Domestic/Local

Mansion House TilaknagarIndustries Brandy–Indian 1.00 1.32 1.77 3.96 5.38 35.9 Domestic/Local

Honey Bee UnitedSpirits Brandy–Indian 1.73 2.20 2.82 3.60 4.37 21.4 Domestic/Local

Dreher GruppoCampari Brandy–Brazilian 3.50 3.75 3.60 3.45 3.50 1.4 Domestic/Local

Old Admiral RadicoKhaitan Brandy–Indian 1.40 1.40 1.40 1.81 2.99 65.2 Domestic/Local

Torres MiguelTorres Brandy–Spanish 1.06 1.43 1.47 1.35 1.40 3.3 International

Paul Masson Grande Amber ConstellationBrands Brandy–American 1.32 1.29 1.35 1.36 1.36 0.0 Domestic/Local

John Exshaw UnitedSpirits Brandy–Indian 1.12 1.49 1.77 1.48 1.28 -13.5 Domestic/Local

Christian Brothers HeavenHill Brandy–American 1.14 1.15 1.17 1.18 1.18 0.0 Domestic/Local

Drinks international 35JUlY 2011 Drinksint.com MilliONAiRES SUPPlEMENT

Despite the maturity of both the soju and shochu markets there is still room for plenty of change. The South Korean soju

market was of particular interest, with a number of brands seeing either strong growth or decline.

Lotte Liquor continued to see good growth for its eponymous brand thanks to its continued aggressive promotional push into the city of Busan in the Gyeongsang area, the stronghold of Daesun distillery.

Daesun and its C1 brand suffered a steep decline of 21% because of this, but also due to weakness in the company itself, caused by management problems that led in April 2011 to the company being taken over.

This weakness in Daesun also allowed

Muhak – the other company whose strength is in the Gyeongsang area – to see dynamic growth at its local rival’s expense – although Muhak also benefited from the success of its lower-alcohol variant.

In Japan there have been equally big changes which have seen Suntory’s Dai Jyuhyo’s volumes fall from more than 4 million cases in 2010 to drop out of the list altogether. The brand’s volumes were partly replaced by another economy shochu, Muginoka, which came in with 2010 sales of 1.6 million cases.

This dramatic change seems to be part of a trend apparent in other categories, in which brands – especially in the economy segment – have a remarkably short shelf-life and are replaced with new variants. This phenomenon has been particularly apparent in recent years in Japanese economy beer.

Millionaires Club 2011: ShochuBRAND OWNER 2006 2007 2008 2009 2010 % +/- STATUS

iichiko SanwaShurui 9.86 9.88 9.14 8.74 8.32 -4.8 Domestic/Local

Kanoka AsahiBreweries 3.02 3.44 3.56 3.66 3.84 5.0 Domestic/Local

Daigoro AsahiBreweries 5.24 4.66 4.44 4.17 3.74 -10.3 Domestic/Local

Big Man OenonHoldingsCorp n/a n/a 2.53 2.43 2.11 -13.2 Domestic/Local

Mugi Zakari OenonHoldingsCorp 0.20 0.36 0.96 1.60 1.78 11.3 Domestic/Local

Muginoka Suntory n/a n/a n/a n/a 1.66 n/a Domestic/Local

Millionaires Club 2011: SojuBRAND OWNER 2006 2007 2008 2009 2010 % +/- STATUS

Jinro JinroLimited 72.05 69.84 75.99 63.98 64.28 0.5 Domestic/Local

lotte liquor LotteLiquorBG 17.6 19.0 19.9 21.2 22.6 6.5 Domestic/Local

Charm Kumbokju 12.16 12.25 12.28 11.61 11.07 -4.7 Domestic/Local

Muhak White Muhak 9.99 10.56 10.92 11.04 12.96 17.4 Domestic/Local

C1 DaesunDistillingCo 10.3 10.4 10.52 9.78 7.70 -21.3 Domestic/Local


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Liqueurs continued to suffer in 2010, despite a number of prominent brands returning to growth. The undisputed category leader, Baileys,

managed to achieve moderate growth of 3%, but its volumes are still around a million cases less than they were at their peak in 2007. The brand continues to be squeezed by cheaper variants in its main US market, but is also facing the difficulty of brand maturity in many of its core markets, with the innovation of new flavours proving a successful strategy in sustaining sales.

Second-placed De Kuyper suffered a decline, primarily due to ongoing slackness in the on-trade in its largest market – the US.

While Brown-Forman’s Southern Comfort benefited from a moderate bounce back in volumes in key markets such as the US, it also slipped overall by nearly 4%.

The most dynamic growth came from the local Polish brand Lubelska, owned by Stock Spirits. Lubelska’s range of

different flavours, such as lemon and cherry, have proved popular when mixed with Sprite.

The other brand to perform well was Distell’s cream liqueur, Amarula. Its 9% growth was driven by Latin America, where the company invested a lot of time and effort in promoting the brand in conjunction with the South Africa 2010 Football World Cup.

Gin gaining a premiumGin looks healthier this year, with premium brands such as Bombay and Tanqueray returning to growth. The latter’s performance was thanks to strong growth in Spain and the UK. Beefeater also earned strong growth for Pernod Ricard, fighting the tough conditions to achieve a positive result in Spain.

The more standard

brands, Gordon’s and Seagrams, saw stagnation and decline respectively. For both this was primarily due to falling sales in the US, with the brands being squeezed by up-and-coming locals such as Gallo’s New

Amsterdam.All the tequila brands that agreed to take part saw volume growth during 2010. Sauza

tequila was the most dynamic, almost regaining its losses from 2009 thanks to a very good performance in the US.

The premium contender, Patrón, continued to grow, albeit at a more moderate level as US consumers’ concerns about price continued. And El Jimador continued to benefit from being in Brown-Forman’s distribution system.

Millionaires Club 2011: LiqueursBranD oWner 2006 2007 2008 2009 2010 % +/- sTaTus

Baileys Diageo 7.10 7.70 7.60 6.40 6.60 3.1 International

De Kuyper range KoninklijkeDeKuyper/BeamGlobal 4.90 4.90 4.74 4.40 4.32 -1.8 International

malibu PernodRicard 3.33 3.63 3.70 3.23 3.40 5.3 International

southern Comfort Brown-Forman 2.45 2.48 2.38 2.23 2.14 -3.9 International

Kahlúa PernodRicard 2.17 2.14 2.00 1.69 1.70 0.6 International

lubelska StockSpiritsGroup n/a 0.29 0.5 0.6 1.5 150.0 Domestic/Local

Bols range LucasBols 1.21 1.26 1.28 1.30 1.40 7.7 International

amarula DistellGroup 0.93 1.08 1.08 1.10 1.20 9.1 International

Millionaires Club 2011: GinBranD oWner 2006 2007 2008 2009 2010 % +/- sTaTus

Gordon’s Diageo 5.00 4.50 4.30 4.20 4.20 0.0 International

seagram’s PernodRicard 3.44 3.44 3.38 3.03 2.93 -3.3 Regional

Beefeater PernodRicard 2.32 2.42 2.41 2.24 2.33 4.0 International

Bombay Bacardi 2.10 2.00 2.00 1.97 2.15 9.1 International

Tanqueray Diageo 2.00 2.20 2.10 1.90 2.00 5.3 International

Blue riband UnitedSpirits 0.95 0.96 0.99 1.09 1.13 3.7 Domestic/Local

Millionaires Club 2011: TequilaBranD oWner 2006 2007 2008 2009 2010 % +/- sTaTus

sauza BeamGlobal 3.12 3.21 3.13 2.63 3.02 14.8 International

Patrón PatrónSpirits 1.15 1.60 1.73 1.74 1.76 1.1 Domestic/Local

el jimador Brown-Forman n/a 0.92 1.02 1.10 1.19 8.1 Domestic/Local

Millionaires



Millionaires Club 2011: Other categoriesBranD oWner 2006 2007 2008 2009 2010 % +/- sTaTus

Aguardiente

nectar LaEmpresaCundinamarca 1.31 1.37 1.31 1.39 1.51 8.8 Domestic/Local

Anis

ricard PernodRicard 5.66 5.78 5.52 5.37 5.38 0.2 International

Pastis 51 PernodRicard 1.53 1.49 1.41 1.34 1.27 -5.2 Regional

Baijiu

Kinmen Kaoliang KinmenKaoliangLiquor 1.81 1.88 2.15 2.03 2.15 5.9 Domestic/Local

Pisco

Capel CapelCoop.deElqui 1.35 1.32 1.37 1.11 1.07 -3.6 Domestic/Local

Millionaires

Millionaires Club 2011: BittersBranD oWner 2006 2007 2008 2009 2010 % +/- sTaTus

jägermeister Mast-Jägermeister 5.95 6.32 6.41 6.41 6.58 2.7 International

Fernet Branca FratelliBrancaDistillerie 2.90 3.12 3.28 3.31 3.85 16.3 International

Campari GruppoCampari 2.90 2.93 2.93 2.70 2.80 3.7 International

aperol GruppoCampari 1.00 1.15 1.30 1.65 1.95 18.2 Regional

amaro ramazzotti PernodRicard 1.27 1.18 1.22 1.00 1.23 23.0 Regional


Among the bitters, leading brand Jägermeister saw slight growth in 2010. The brand continued to decline in its lead market,

the US, but this was countered by dynamic growth in a number of western European markets, notably the UK and the Netherlands.

Germany seemed to be the key to the dynamic growth of both the Amaro Ramazzotti and Aperol brands, with the former bouncing back to its 2008 level overall. Gruppo Campari’s Aperol, however, continued on its upward path,

driven by Germany, but also helped by Austria and its domestic market. The bitters has proved a great hit as part of a spritzer cocktail mixed with prosecco.

Campari’s growth in 2010 was driven by volumes bouncing back in its major markets, primarily the larger ones of Italy, Germany and Brazil.

Of the other spirits categories, anis continued to struggle, with Pernod Ricard’s two brands – Ricard and Pastis 51 – seeing slight growth and declines respectively due to the continued shrinking of the category. Ricard’s growth was driven by capturing share from other brands.


Many of the International players found 2010 a better year. Pernod Ricard – now sharing its

position as the company with the most brands in the list – saw growth from 15 of its brands, led by Indian whisky Imperial Blue. The dynamic return to growth of its Luksusowa vodka allowed it to bring its numbers in the list back up to 21. Many Pernod Ricard brands saw strong double-digit growth, thanks primarily to their strong exposure to growing markets in Asia Pacific.

While none of Diageo’s 14 Millionaire brands saw a decline, neither did they see particularly strong growth, and only one – Scotch whisky Buchanan’s, strong in South America – achieved double-digit growth. Next strongest, however, was its iconic International brand Johnnie Walker, with a creditable figure of +9.7%.

Bacardi also saw more positive results, thanks in part to recovery in the US, but two of its brands in particular enjoyed notable growth – Eristoff vodka and Bombay gin. The latter can be seen as a particular achievement, with the brand’s strength being in low-growth markets.

Beam Global also had a strong year, doing particularly well in its domestic

market with strong growth of its Jim Beam, Sauza and Maker’s Mark brands. In contrast, Brown-Forman suffered in the US with its Jack Daniel’s and Southern Comfort brands declining there, with resulting effects on their global performance.

Local PlayersUnited Spirits – part of Vijay Mallya’s UB Group empire – is by far and away the biggest local player and, with 20 brands on the list, now lies only one behind Pernod Ricard. The company continued to see strong growth with a number of its brands in 2010, but also saw declines with others. This was possibly a result of increased competition from rivals such as ABD’s Officer’s Choice and Pernod Ricard’s Royal Stag, and a focusing of United’s resources on a more select range of its own brands.

After United Spirits, in terms of numbers of brands, CEDC is the second biggest company. The company had a weak performance in 2010, only seeing growth for its economy-level Russian brand Yamskaya and regional brand Zubrowka – the bison grass-flavoured vodka popular among bar professionals in western markets.

Its Polish brands, such as Absolwent

Millionaires Club 2011: Pernod RicardBRAND CATEGORY 2006 2007 2008 2009 2010 % +/- STATUS

Absolut Vodka 9.80 10.73 10.73 10.03 10.90 8.7 International

Royal Stag Whisky–Indian 4.24 5.63 6.76 8.40 10.39 23.7 Domestic/Local

Ballantine’s Whisky–Scotch 5.62 6.17 6.50 5.76 6.18 7.3 International

Imperial Blue Whisky–Indian 2.51 3.13 3.83 4.83 6.11 26.5 Domestic/Local

Ricard Anis 5.66 5.78 5.52 5.37 5.38 0.2 International

Chivas Regal Whisky–Scotch 3.95 4.37 4.57 3.87 4.50 16.3 International

Havana Club Rum 2.61 3.00 3.40 3.28 3.77 14.9 International

Malibu Liqueurs 3.33 3.63 3.70 3.23 3.40 5.3 International

Jameson Whiskey–Irish 2.18 2.48 2.73 2.74 3.17 15.7 International

Seagram’s Gin 3.44 3.44 3.38 3.03 2.93 -3.3 Regional

Blenders Pride Whisky–Indian 1.17 1.51 1.92 2.31 2.82 22.1 Domestic/Local

Beefeater Gin 2.32 2.42 2.41 2.24 2.33 4.0 International

Wyborowa Vodka 1.17 1.78 2.32 2.12 1.83 -13.7 International

Montilla Rum 2.72 2.67 2.73 1.95 1.80 -7.7 Domestic/Local

Clan Campbell Whisky–Scotch 1.56 1.64 1.72 1.76 1.76 0.0 Regional

Martell Cognac 1.46 1.61 1.54 1.46 1.75 19.9 International

100 Pipers Whisky–Scotch 2.94 2.50 2.25 2.03 1.73 -14.8 International

Kahlúa Liqueurs 2.17 2.14 2.00 1.69 1.70 0.6 International

Pastis 51 Anis 1.53 1.49 1.41 1.34 1.27 -5.2 Regional

Amaro Ramazzotti Bitters 1.27 1.18 1.22 1.00 1.23 23.0 Regional

Luksusowa Vodka 1.15 1.47 1.76 0.87 1.14 31.0 Domestic/Local

and Bols, continued to suffer at the hands of rival Stock Spirits, whose major brands continued to grow at the expense of the CEDC portfolio – among others. With high growth figures from a small base, Stock also managed to add two new brands to the Millionaires list: Stock Prestige vodka and the fruit-flavoured vodka liqueur range, Lubelska.

Millionaires


Millionaires Club 2011: United SpiritsBRAND CATEGORY 2006 2007 2008 2009 2010 % +/- STATUS

Bagpiper Whisky–Indian 13.02 13.95 15.41 16.26 16.39 0.8 Domestic/Local

McDowell’s No.1 Whisky–Indian 8.65 11.46 13.39 13.52 14.32 5.9 Domestic/Local

McDowell’s No.1 Celebration Rum 6.17 7.63 9.67 11.17 13.89 24.4 Domestic/Local

McDowell’s No.1 Brandy–Indian 5.99 7.64 7.53 9.22 11.54 25.2 Domestic/Local

Old Tavern Whisky–Indian 2.55 2.84 4.77 6.84 9.08 32.7 Domestic/Local

Hayward’s Whisky–Indian 2.17 2.31 2.77 4.06 4.65 14.5 Domestic/Local

Director’s Special Whisky–Indian 3.77 3.69 4.00 4.39 4.54 3.4 Domestic/Local

Honey Bee Brandy–Indian 1.73 2.20 2.82 3.60 4.37 21.4 Domestic/Local

Director’s Special Black Whisky–Indian 0.90 1.34 1.77 2.03 2.88 41.9 Domestic/Local

McDowell’s Green Label Whisky–Indian 1.85 1.83 1.70 1.99 2.53 27.1 Domestic/Local

Gold Riband Whisky–Indian 1.72 1.63 1.84 2.68 2.25 -16.0 Domestic/Local

Old Cask Rum 1.45 1.28 1.72 2.21 2.11 -4.5 Domestic/Local

White Mischief Vodka 1.12 1.26 1.57 1.90 1.87 -1.6 Domestic/Local

Romanov Vodka 0.81 0.98 1.17 1.25 1.59 27.2 Domestic/Local

Bagpiper Rum Rum n/a n/a n/a 0.99 1.45 46.5 Domestic/Local

Signature Whisky–Indian 0.58 0.76 0.99 1.14 1.32 15.8 Domestic/Local

John Exshaw Brandy–Indian 1.12 1.49 1.77 1.48 1.28 -13.5 Domestic/Local

Royal Challenge Whisky–Indian 1.03 1.17 1.29 1.27 1.16 -8.7 Domestic/Local

Blue Riband Gin 0.95 0.96 0.99 1.09 1.13 3.7 Domestic/Local

Old Adventurer Rum 1.22 1.12 1.20 1.23 1.05 -14.6 Domestic/Local

Millionaires Club 2011: DiageoBRAND CATEGORY 2006 2007 2008 2009 2010 % +/- STATUS

Smirnoff Vodka 23.00 24.30 25.70 24.00 24.30 1.3 International

Johnnie Walker Whisky–Scotch 14.30 15.80 16.30 14.50 15.90 9.7 International

Captain Morgan Rum 7.30 7.80 8.30 8.60 8.70 1.2 International

Baileys Liqueurs 7.10 7.70 7.60 6.40 6.60 3.1 International

Crown Royal Whisky–Canadian 4.70 5.00 5.10 4.80 5.00 4.2 International

J&B Rare Whisky–Scotch 5.90 5.90 5.90 4.90 4.90 0.0 International

Gordon’s Gin 5.00 4.50 4.30 4.20 4.20 0.0 International

Bell’s Whisky–Scotch 2.00 2.30 2.20 2.30 2.50 8.7 International

Seagram’s 7 Crown Whiskey–American–Other 2.50 2.50 2.50 2.40 2.40 0.0 Regional

Tanqueray Gin 2.00 2.20 2.10 1.90 2.00 5.3 International

Cacique Rum 1.80 1.70 1.70 1.80 1.80 0.0 Regional

Buchanan’s Whisky–Scotch 1.30 1.60 1.50 1.30 1.50 15.4 Regional

Gordon’s Vodka Vodka 1.40 1.30 1.30 1.30 1.30 0.0 Regional

Seagram’s VO Whisky–Canadian 1.30 1.30 1.30 1.20 1.20 0.0 Regional

Millionaires Club 2011: CEDCBRAND CATEGORY 2006 2007 2008 2009 2010 % +/- STATUS

Zelenaya Marka (Green Mark) Vodka 7.30 8.10 11.97 11.25 10.85 -3.6 Domestic/Local

Absolwent Vodka 4.04 4.12 4.18 3.70 2.80 -24.3 Domestic/Local

Yamskaya vodka n/a n/a 2.16 2.4 2.61 8.8 Domestic/Local

Parliament Vodka 2.03 2.70 3.08 2.50 2.40 -4.0 Regional

Zhuravli vodka n/a n/a 2.55 2.36 2.15 -8.9 Domestic/Local

Bols Vodka 1.40 1.67 1.85 1.85 1.60 -13.5 Regional

Soplica Vodka 1.06 1.29 1.47 1.40 1.32 -5.7 Regional

Zubrowka vodka n/a 1.00 1.00 1.03 1.18 14.6 Regional

Millionaires Club 2011: Beam GlobalBRAND CATEGORY 2006 2007 2008 2009 2010 % +/- STATUS

Jim Beam Whiskey–American-Bourbon 5.12 5.24 5.16 5.08 5.30 4.3 International

Sauza Tequila 3.12 3.21 3.13 2.63 3.02 14.8 International

Canadian Club Whisky–Canadian 2.07 2.04 1.96 1.89 1.92 1.6 International

Teacher’s Highland Cream Whisky–Scotch 1.84 1.98 1.96 1.73 1.89 9.2 International

Courvoisier Cognac 1.14 1.17 1.19 1.02 1.20 17.6 International

DYC Whisky–Spanish 1.42 1.43 1.22 1.19 1.17 -1.7 Domestic/Local

Kamchatka Vodka 0.90 0.94 0.94 1.00 1.05 5.5 Domestic/Local

Maker’s Mark Whiskey–American-Bourbon 0.72 0.79 0.85 0.89 1.03 15.7 Domestic/Local

Windsor Whisky–Canadian 1.00 0.98 0.98 1.01 1.01 0.0 Regional



Millionaires Club 2011: Brown-FormanBRAND CATEGORY 2006 2007 2008 2009 2010 % +/- STATUS

Jack Daniel’s Whiskey–Tennessee 8.94 9.33 9.51 9.57 9.95 3.9 International

Finlandia Vodka 2.30 2.75 3.05 3.01 2.96 -1.6 International

Southern Comfort Liqueurs 2.45 2.48 2.38 2.23 2.14 -3.9 International

Canadian Mist Whisky–Canadian 1.98 1.91 1.87 1.84 1.75 -4.8 Domestic/Local

El Jimador Tequila n/a 0.92 1.02 1.10 1.19 8.1 Domestic/Local

Millionaires Club 2011: Gruppo CampariBRAND CATEGORY 2006 2007 2008 2009 2010 % +/- STATUS

Dreher Brandy–Brazilian 3.50 3.75 3.60 3.45 3.50 1.4 Domestic/Local

Skyy Vodka 2.70 2.90 3.15 3.25 3.35 3.1 International

Campari Bitters 2.90 2.93 2.93 2.70 2.80 3.7 International

Aperol Bitters 1.00 1.15 1.30 1.65 1.95 18.2 Regional

Millionaires Club 2011: BelvédèreBRAND CATEGORY 2006 2007 2008 2009 2010 % +/- STATUS

Sobieski Vodka 2.15 2.50 2.75 3.00 3.05 1.7 International

William Peel Whisky–Scotch 1.76 1.78 2.12 2.35 2.50 6.4 Domestic/Local

Krupnik Vodka n/a n/a n/a n/a 1.90 n/a Domestic/Local

Starogardzka Vodka 2.65 2.85 3.01 2.00 1.50 -25.0 Domestic/Local

Millionaires Club 2011: Radico KhaitanBRAND CATEGORY 2006 2007 2008 2009 2010 % +/- STATUS

8PM Whisky–Indian 4.15 4.16 3.76 3.18 3.94 23.9 Domestic/Local

Old Admiral Brandy–Indian 1.40 1.40 1.40 1.81 2.99 65.2 Domestic/Local

Contessa Rum 2.50 2.08 2.20 2.56 2.37 -7.4 Domestic/Local

Magic Moments Vodka 0.003 0.25 0.58 0.86 1.82 111.6 Domestic/Local

Millionaires Club 2011: Stock Spirits GroupBRAND CATEGORY 2006 2007 2008 2009 2010 % +/- STATUS

Czysta de Luxe (ZG) Vodka n/a 0.08 1.87 5.39 6.40 18.7 Domestic/Local

Zoladkowa Gorzka Vodka 1.19 1.36 1.71 1.80 1.80 0.0 Domestic/Local

1906 Vodka n/a 0.74 0.83 1.39 1.70 22.3 Domestic/Local

Lubelska Liqueurs n/a 0.29 0.50 0.60 1.50 150.0 Domestic/Local

Stock Prestige Vodka 0.00 0.00 0.00 0.20 1.00 400.0 Regional

Millionaires

Millionaires Club 2011: BacardiBRAND CATEGORY 2006 2007 2008 2009 2010 % +/- STATUS

Bacardi Rum 20.00 19.90 19.64 18.60 19.28 3.7 International

Grey Goose Vodka 3.00 3.60 3.60 3.46 3.65 5.5 International

Dewar’s Whisky–Scotch 3.40 3.50 3.41 3.24 3.27 0.9 International

Eristoff Vodka 1.50 1.70 1.80 1.90 2.27 19.5 International

Bombay Gin 2.10 2.00 2.00 1.97 2.15 9.1 International

William Lawson’s Whisky–Scotch 1.30 1.30 1.50 1.59 1.69 6.3 International

Castillo Rum 1.40 1.30 1.20 1.11 1.08 -2.7 Regional

Millionaires Club 2011: ConstellationBRAND CATEGORY 2006 2007 2008 2009 2010 % +/- STATUS

Svedka Vodka 1.02 1.53 2.10 2.90 3.41 17.6 Domestic/Local

Black Velvet Whisky–Canadian 2.11 1.91 1.96 2.04 2.07 1.5 Regional

Paul Masson Grande Amber Brandy–American 1.32 1.29 1.35 1.36 1.36 0.0 Domestic/Local

Millionaires Club 2011: William Grant & SonsBRAND CATEGORY 2006 2007 2008 2009 2010 % +/- STATUS

William Grant’s Whisky–Scotch 4.39 4.79 4.97 4.78 4.99 4.3 International

Clan MacGregor Whisky–Scotch 1.22 1.26 1.32 1.32 1.15 -12.9 Regional


Documents

OW`Sa - Ranking The Brands Club, Drinks... · did Tanduay rum in the Philippines. And in Brazil, local brands such as Dreher brandy and a number of cachaças, saw growth in part due